CRBC News
Culture
Society
Security
Health
Conflict
Science
Technology
Politics
Environment
Lifestyle
Economy

Inside New York’s Christmas-Tree Turf War: ‘We Used to Pay Off the Mafia’ — New Documentary Reveals Street Sellers’ Struggle

The documentary The Merchants of Joy (Prime Video) follows five New York City families who sell Christmas trees and exposes the fierce competition behind the trade. George Nash recalls introducing Kevin Hammer to the business in 1974, a man who grew to control roughly 100 lots and earned a fearsome reputation. Vendors describe a past marked by extortion and even murder — “we used to pay off the mafia” — though the scene is calmer today. The film frames these conflicts as stories of family, resilience and survival.

06:56 AM, 12/04/2025Culture
Inside New York’s Christmas-Tree Turf War: ‘We Used to Pay Off the Mafia’ — New Documentary Reveals Street Sellers’ Struggle

The new documentary The Merchants of Joy, streaming on Prime Video, follows five families who sell Christmas trees on New York City streets and exposes the fierce, sometimes violent competition behind a cherished holiday tradition.

From a Flatbed Truck to a Citywide Empire

George Nash of Uptown Christmas Trees — who appears alongside his wife, Jane Waterman, and daughter, Ciree Nash — recounts how a chance job in 1974 introduced him to Kevin Hammer, a controversial figure who would grow into one of the city’s most prominent sidewalk tree sellers.

“He was 19 years old, saved by the Church of Scientology,”

Nash credits Hammer with the idea of selling higher-quality trees on sidewalks at prices comparable to what florists and delis charged for inferior stock. That approach helped Hammer expand rapidly; by some accounts he eventually controlled roughly 100 lots across the city.

When Business Turned Dangerous

Success in the trade, Nash says, brought darker consequences. He describes a period when wholesale competition collided with established organized-crime interests. Vendors in the film recall being shaken down, extorted and robbed — and one competitor was reportedly murdered during that era.

“We used to pay off people. We used to pay off the mafia,”

Those memories underscore how fraught the business could be, particularly in a tougher, more dangerous New York three decades ago. Sellers say the climate has eased since then, though caution remains.

More Than Turf: City Rules and Family Businesses

Beyond threats of violence, vendors contend with the practical realities of finding legal spots to set up shop. The New York City Parks Department requires sellers to bid for public locations through sealed auctions, which often leaves vendors competing for desirable corners or ending up directly across from rivals.

The film captures tense auction scenes: Greg Walsh is outbid on a spot targeted by Hammer; George Smith buys a stand opposite Heather Neville (the NYC Tree Lady); and Neville wins a site near Ciree Nash. After the results, Neville reflects:

“I might have upset people, but it is what it is. I didn't do anything wrong.”

A Story of Family and Resilience

Directed by Celia Aniskovich and executive-produced by Ben Affleck, The Merchants of Joy shows how seasonal tree-selling is often a multigenerational family business. What began as an exploration of commerce becomes, the director says, a deeper portrait of family, perseverance and hope amid fierce competition.

The Merchants of Joy is now streaming on Prime Video.

Similar Articles

Trending