Merchants of Joy * An Inspiring Film About A Christmas Tree Lot Owner’s Journey Through The Christmas Season
The Merchants of Joy is a 2025 documentary following five New York City families who dominate the lucrative, competitive Christmas tree business, showing their year-round hustles, family dynamics, and gritty realities behind the festive holiday tradition, as they battle for prime locations and face challenges from each other and a mysterious rival, blending heartwarming holiday spirit with the tough business of making a living from the season.
KIDS FIRST! Film Critic Harper B. comments, “Merchants of Joy is an inspiring film about a Christmas tree lot owner’s journey through the Christmas season. I love this film because it depicts a real life situation. It shows how hard the seemingly easy things can be. I also like that it shows how your past doesn’t make you who you are today. The storyline follows five families who all run Christmas tree stands in New York City.” See her full review below.
Merchants of Joy
By Harper B.. KIDS FIRST! Film Critic, age 13
Merchants of Joy is an inspiring film about a Christmas tree lot owner’s journey through the Christmas season. I love this film because it depicts a real life situation. It shows how hard the seemingly easy things can be. I also like that it shows how your past doesn’t make you who you are today.
The storyline follows five families who all run Christmas tree stands in New York City. They all have unique backstories and unique ways of running their stands. This film lets the viewer know there is more to running a stand than just getting some trees and standing out in the cold until people buy your trees.
This is a wonderful film, although it did take me a while to get into the story. There is such a diverse cast. Each tree lot owner is very different from the others. Some of these owners have criminal records; while others have been in the business for as long as 50 years. My favorite part is the end when I realized that selling a Christmas tree is more than just selling a tree – it is selling joyful moments in time. My favorite company is NYC Tree Lady, run by Heather Neville. Heather is a very straightforward person. The reason I enjoyed watching her so much is because she tells you not to dwell on the past. She has a criminal record and still looks to the future and to whom she is today. Heather always looks to the future and encourages the viewer to do the same. She will flat out tell you what to do but then ask what she can do for you. Greg’s Trees, another company, owned by a guy named Greg, who may look alright but he is not.
Little Greg is a high school drop out and is finding time to spend with his father because he doesn’t know when his last Christmas will be. He is also beginning to take over the business for his father.
The film’s message is to not dwell on the past and that things may look better than they are. This film shows love in its deepest form. Please note there is mention of drug use and some profanity.
I give Merchants of Joy 4.5 out of 5 stars and recommend it for ages 12 to 18, plus adults. It will be released on VOD on December 1, 2025.
