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The Merchants of Joy

Play trailer Poster for The Merchants of Joy 2025 1h 30m Documentary Holiday Play Trailer Watchlist
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Tomatometer 9 Reviews Popcornmeter Fewer than 50 Ratings
In the city that never sleeps, five families hustle each winter to turn sidewalks into holiday outposts. The Merchants of Joy follows these Christmas die-hards as they source, sell, and safeguard a family tradition at risk. It's a warm, grounded portrait of pride, grit, and the joy they bring--one tree, one customer, one season at a time.

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The Merchants of Joy

Critics Reviews

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Glenn Kenny New York Times Dec 2
Aniskovich has the wit to do a homage to the stop-motion stylings of the television classic “Rudolph the Red-Nosed Reindeer.” She also offers up zesty character studies of the ostensible Big Five of New York City tree vendors. Go to Full Review Collin Souter RogerEbert.com Dec 1
3/4
In the end, the film has a tried-and-true message: stop working overtime to make a few bucks, slow down, and appreciate what you have Go to Full Review Stephen Silver The SS Ben Hecht Jan 9
A fun documentary about the surprisingly competitive, but not as cutthroat as you might think, Christmas tree industry in New York City. Go to Full Review Erik Childress Movie Madness Podcast Jan 7
There have been so many lovely Santa-based documentaries about Christmas that it is about time we had one dedicated to the (competitive) world of tree sellers dedicated to putting a bow on your enjoyment of the season – as well as self-preservation. Go to Full Review Jennifer Green Common Sense Media Dec 9
3/5
What starts out as a very niche business documentary gradually becomes a surprisingly touching personal story and an ode to New York City and the Christmas spirit. Go to Full Review John Serba Decider Dec 2
The film is quietly an ode to the freedoms and stresses of self-employment in family-owned businesses. Go to Full Review Read all reviews

Audience Reviews

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Robert N. @rnormfoto Dec 20 A surprisingly direct, candid and warm portrayal of five families that basically own and run the Xmas tree market in nyc. Yeah, there’s some bickering - but in the end it’s shows the power of family - whatever that means to YOU! See more Rebecca W @85howard Dec 16 Terrific heart warming movie. Makes you appreciate all that goes into getting a lovely tree and all the people who work hard to make the magic of Christmas. Good plug to avoid big box stores and artificial trees. Thumbs up! See more Ranny L @RT68152916 Dec 10 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. 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 a long time. My favorite part when I realized that selling a Christmas tree is more than just selling a tree – it is selling joyful moments in time. See more Read all reviews
The Merchants of Joy

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Cast & Crew

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Celia Aniskovich

Director

Owen Long

Screenwriter

Celia Aniskovich

Producer

Zoe Vock

Producer

Arthur Spector

Producer

Joshua Davis

Producer
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The Merchants of Joy

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Movie Info

Synopsis In the city that never sleeps, five families hustle each winter to turn sidewalks into holiday outposts. The Merchants of Joy follows these Christmas die-hards as they source, sell, and safeguard a family tradition at risk. It's a warm, grounded portrait of pride, grit, and the joy they bring--one tree, one customer, one season at a time.
Director
Celia Aniskovich
Producer
Celia Aniskovich, Zoe Vock, Arthur Spector, Joshua Davis, Joshuah Bearman
Screenwriter
Owen Long
Distributor
Prime Video
Production Co
Amazon MGM Studios, Dial Tone Films, Artists Equity
Genre
Documentary, Holiday
Original Language
English
Release Date (Streaming)
Dec 1, 2025
Runtime
1h 30m