Revealed: Christmas Tree Sellers in New York City Engaged in Brutal Competition, Admitting Past Mafia Payments

The recently released documentary The Merchants of Joy explores the lives of five families who sell Christmas trees on New York City streets, exposing the intense challenges they face in a highly competitive market.

George Nash of Uptown Christmas Trees recalls a time when his family business, run alongside his wife Jane Waterman and daughter Ciree Nash, faced threats from organized crime. "We were thriving, but I didn't realize we were encroaching on mafia-controlled wholesalers," Nash shares in the film.

The documentary also examines Kevin Hammer, described by Nash as "an American Christmas tree Godfather." Nash recounts selling Hammer his first trees in 1974, helping him transport a shipment via flatbed truck. Over the years, Hammer grew rapidly, eventually controlling a significant portion of the city's Christmas tree market, which earned him a notorious reputation within the industry.

"He believed he had a say over every tree sold in the city," Nash explains, noting the fearsome legends surrounding Hammer's influence. Nash reflects on his role in Hammer's rise: "I created Kevin Hammer. Sometimes I lose sleep over that."

After these initial dealings, the industry plunged into what Nash describes as "a vicious turf war." His daughter Ciree emphasizes the long-standing rivalries among sellers, while Greg Walsh of Greg's Trees recalls, "It was tougher in New York 30 years ago. We used to pay off people, even the mafia."

Nash remembers the threats vividly: "We were successful in wholesale, but we unintentionally clashed with mafia wholesalers. We received warnings, were shaken down, extorted, robbed, and even witnessed a competitor being killed."

Today, conditions have improved, though caution is still required. George Smith of NYC Tree Shop notes, "Its so different now, but you still dont want to step on someones toes without knowing the rules."

While Hammer did not participate directly in the documentary, his presence is briefly heard in a phone call. Modern sellers continue to face challenges, particularly in securing legal locations to operate. The New York City Parks Department requires sellers to bid on city spots through sealed auctions, leading to competition and occasional disputes over prime locations.

Walsh, for instance, is outbid for a preferred spot by Hammer, while Smith and Heather Neville of NYC Tree Lady navigate nearby locations. "I might have upset people, but it is what it is. I didnt do anything wrong," Neville remarks after the auction results.

Directed by Celia Aniskovich with executive production by Ben Affleck, The Merchants of Joy highlights not only the competitive nature of the Christmas tree trade in New York but also the resilience and familial bonds of the sellers. "The story I thought would be about Christmas commerce became something much deeper: a story of family, resilience, and hope," Aniskovich stated.

The documentary is currently available for streaming on Prime Video.

Analysis of The Merchants of Joy: The Hidden Struggles of New York's Christmas Tree Sellers

The documentary "The Merchants of Joy" brings to light the gritty underbelly of New York City's Christmas tree industry, a market that has long been influenced by fierce competition, organized crime, and evolving business dynamics. The lives of five families who sell Christmas trees on the city's streets offer a candid look into the challenges of operating in an industry with deep-rooted rivalries and high stakes.

At the heart of the documentary is George Nash's recollection of the early days of his family’s business, Uptown Christmas Trees. His account of being unknowingly embroiled in turf wars with mafia-controlled wholesalers paints a vivid picture of the dangers sellers faced. Nash's role in the rise of Kevin Hammer, often referred to as the "American Christmas tree Godfather," adds a historical dimension to the story, demonstrating how an industry once dominated by crime slowly evolved into a competitive but legal marketplace. Hammer's influence is still felt today, even as modern sellers like George Smith and Heather Neville navigate a far more regulated environment.

However, while conditions have improved, the documentary highlights that the competition remains cutthroat, particularly with regard to securing prime selling locations through the New York City Parks Department's auction system. The fierce bidding wars and resulting disputes, as seen in the struggles of sellers like Greg Walsh and Heather Neville, indicate that the battle for position is still very much a part of the industry. This ongoing tension serves as a reminder of the difficult circumstances these small business owners face daily.

Ultimately, "The Merchants of Joy" is not just about Christmas commerce—it is a powerful story of resilience, family, and survival in a market shaped by both external threats and internal rivalries. Celia Aniskovich’s direction, coupled with Ben Affleck’s executive production, ensures that the emotional and social layers of this trade are explored with sensitivity. For viewers, it’s a chance to appreciate the efforts of the families behind the Christmas tree stands that are often overlooked amid the holiday cheer.

Sources:

• 'Vicious Turf War' Among New York City Christmas Tree Sellers Exposed: 'We Used to Pay Off the Mafia'