THE MERCHANTS OF JOY is a documentary film that follows the five families who hustle each winter to sell Christmas trees to New Yorkers in the cutthroat, month-long “tree season.” Directed by Celia Aniskovich, the film premiered at the 2025 Doc NYC film festival on November 14, 2025, and on Prime Video worldwide on December 1, 2025.

Based on the Epic Magazine and New York Magazine article, “Secrets of the Christmas Tree Trade,” by Owen Long, the film introduces viewers to the Christmas die-hards that source, sell, and safeguard a family tradition at risk by myriad forces. The tree sellers include Greg Walsh and “Little” Greg Walsh of Greg’s Trees; Heather Neville of NYC Tree Lady; George Smith of NYC Tree Shop; and George Nash, Jane Waterman, and Ciree Nash of Uptown Christmas Trees. The film is a warm, grounded portrait of pride, grit, and the joy they all bring — one tree, one customer, one season at a time.

Amazon MGM Studios presents an Original Documentary, a Dial Tone Films Production, an Artists Equity Production, in association with Boat Rocker Studios and Epic Magazine. The film is produced by Celia Aniskovich, Zoe Vock, Arthur Spector, Joshua Davis, and Joshuah Bearman. It is executive produced by Todd Lubin, Ivan Schneeberg, David Fortier, Douglas Banker of Five All in the Fifth, Ben Affleck, Gillian Brown, and Dani Bernfeld.