Podcast Summary: Merchants of Joy' Follows NYC Christmas Tree Sellers
Podcast: All Of It with Alison Stewart, WNYC
Date: December 3, 2025
Episode Overview
This episode of "All Of It" spotlights the new documentary Merchants of Joy, which unveils the unique world of New York City's Christmas tree sellers. Host Alison Stewart welcomes director Celia Aniskovich and long-time tree seller Siri Nash to discuss the five families that control most of the city's Christmas tree trade, the cultural role of Christmas trees in New York, the challenges and joys of the business, and the broader significance of spreading “joy” amid urban chaos. Listeners also contribute their personal tree-selection memories and curiosities.
Key Discussion Points & Insights
1. Introducing the Five Christmas Tree Families
- Documentary Focus: The film centers on five family-run businesses that dominate NYC's Christmas tree market, explaining their unique traditions and personalities.
- Celia Aniskovich’s Introductions:
- Siri Nash/Uptown Christmas Trees: “Tradition and heart and soul in Vermont.”
- George Smith: "Our comedic relief… the class clown of our film."
- Big Greg & Little Greg: “If I had to pick one word, probably Santa Claus, because Big Greg is Santa Claus.”
- Heather Neville: "A force of nature."
- Kevin Hammer: Mysterious, competitive operator with the most stands.
[02:08-02:55]
2. The Life and Calling of a Tree Seller
- Siri Nash's Experience: Has been selling trees since she was born, recalling her first city tree sale at 10 and managing her own stand at 15.
Quote: “My kids have been tree orphans, but now they're in the city.” – Siri Nash [03:01] - Attraction to the Work:
- Siri relates the hustle and unpredictability to her ADD and crisis work background.
- Quote: “An hour of tree time is two days in normal business because so much can happen.” – Siri Nash [03:44]
- Emotional Impact:
- Selling Christmas trees feels like “selling little pieces of joy,” with Christmas described as “feeling” rather than just a holiday.
- Quote: “Christmas is not just for Christians. It's the feeling, and the Christmas tree is the main center of it.” – Siri Nash [04:22-04:56]
3. Origins of the Documentary
- Celia’s Inspiration: First learned about the “tree families” from an Epic Magazine article; was fascinated by a story “hidden in plain sight.”
- Connection to Christmas: “I am an enormous Christmas fan... I have Christmas nails on and Christmas earrings.” – Celia Aniskovich [05:44]
- Big Greg’s buy-in and introduction to others made the project possible despite initial skepticism.
[05:03-06:20]
4. Core Themes: Community & Calling
- Tree sellers could sell anything, but choose trees because of the meaningful, joyful impact. Quote: “We are selling a piece of magic, a piece of joy, a piece of hope.” – Celia Aniskovich [07:11]
- Documentary as a rare showcase of “working-class Americans spreading joy” instead of true crime or celebrity fare.
5. The Sacrifices of Seasonal Selling
- Personal & Family Cost: Intense 45-day work period, absence from other parts of life or other careers (Siri was a therapist before going full-time in the business).
Quote: “Everything else kind of goes away as it has to be.” – Siri Nash [08:00] - Therapy and Mediation: Siri uses her background as a therapist constantly—especially as one of the few women in the business.
Quote: “I use my therapy skills every day when I'm dealing with customers or wholesale customers or tree growers.” – Siri Nash [09:13]
6. Logistics and Chaos of Tree Selling
- Seasonal Import and Delivery: The process is fraught with unpredictable challenges—late trucks, re-routing, and more.
- Quote: “An hour in tree time is a couple of days.” – Siri Nash [12:06]
- Example: Truck breakdowns, last-minute logistical improvisation.
[10:48-12:27]
- Securing Locations: Most locations are secured through closed bids for city park stands every five years, but deals and “unwritten rules” often get disrupted by competitors.
Quote: “Sometimes people don't abide by the rules... and swoop a stand.” – Celia Aniskovich [13:36]- Siri details the complexity of managing 19–20 locations, not all through Parks Department.
[13:47-14:37]
- Siri details the complexity of managing 19–20 locations, not all through Parks Department.
7. Listener Stories & The Cultural Ritual
- Touching and humorous memories from callers force a reflection on haggling, negotiating, and the magic of family trips for a tree.
- A former part-time tree seller calls in:
Quote: “In terms of a retail position, it is the best because everyone is happy.” – Hollywood Holly [16:01]
8. How to Sell a Christmas Tree
- Custom Fit: “You have to just find out what the customer is looking for... There's always a home for every tree.” – Siri Nash [16:25]
- Educational Moments: Children are shown how to count tree rings; the experience is tailored for each patron, making it meaningful.
- Magic of the Street: Filming captured everything from street sales to broader NYC holiday celebrations, showing the pervasive “magic at every turn.” – Celia Aniskovich [17:20]
9. Difficult Issues — Sobriety in the Trade
- Openness: Many tree sellers are sober; their vulnerability and daily approach were central to the documentary’s authenticity.
- Quote: “That AA teaches you... You take it one day at a time.” – Celia Aniskovich citing Big Greg [18:23]
- Perspective: The business brings a unique focus on the present, essential for recovery and for the unpredictable retail season.
10. Trade Rivalry: The Enigma of Kevin Hammer
- Mysterious and competitive, known as “the Keyser Soze of Christmas” and “the Donald Trump of the tree trade.”
Quote: “He will do whatever it takes... he doesn’t care who he pisses off.” – Siri Nash [20:40]
11. Buyer FAQs & Myths
- Pet Safety & Tree Types: Customers frequently ask which trees are safe for cats, which trees smell the best (Balsam is the answer!), and the differences between species.
Quote: “Balsam... It’s the traditional Christmas tree. It's been a Christmas tree forever.” – Siri Nash [24:39] - Sustainability: Debunks the myth that cutting real trees is wasteful.
- Quote: “For every tree that gets cut down, five more get planted… If you're comfortable eating corn, you should be comfortable buying a real tree.” – Celia Aniskovich [22:39]
- Big Box vs Local Sellers: Big box stores use trees as loss leaders—no customer care or tradition.
- Quote: “Buy from a mom and pop. Buy from one of these tree sellers!” – Celia Aniskovich [24:08]
- Experience Matters: Many people bring store-bought trees to local sellers for expert care and advice.
Notable Quotes & Memorable Moments
- “We're hustlers, right? We're all street peddlers at heart. But... we chose to sell trees. And there's a reason for that.” – Greg (via Celia Aniskovich), [06:46]
- “We are selling a piece of magic, a piece of joy, a piece of hope.” – Celia Aniskovich, [07:11]
- “My kids have been tree orphans, but now they're in the city.” – Siri Nash, [03:01]
- “An hour of tree time is two days in normal business because so much can happen.” – Siri Nash, [03:44]
- “That AA teaches you... You take it one day at a time.” – Celia Aniskovich (quoting Big Greg), [18:23]
- “Buy from a mom and pop. Buy from one of these tree sellers!” – Celia Aniskovich, [24:08]
Key Timestamps for Important Segments
- [02:08] – Celia introduces each “tree family”
- [03:34] – Siri on the rush and chaos of “tree time”
- [05:03] – Documentary inspiration & family engagement
- [07:11] – Discussion of the calling behind the business
- [08:00] – The intense sacrifices of 45 days of selling
- [10:48] – Logistics and chaos of tree delivery in NYC
- [13:36] – How tree selling locations are secured in NYC
- [16:25] – Siri on matching people to the right tree
- [18:23] – Sobriety and authenticity in the tree-selling community
- [20:03] – Rivalry: Describing Kevin Hammer
- [22:39] – Sustainability and the real tree vs. fake tree myth
Closing Thoughts
Merchants of Joy offers a rare, heartwarming glimpse into the lives of New Yorkers who spread holiday cheer one tree at a time. This episode illustrates the dedication, emotional resonance, and community impact of family-run Christmas tree stands—a slice of city life imbued with tradition, hustle, and genuine magic.
If you love New York culture and holiday traditions, this engaging conversation and the documentary it features are well worth a watch—or, at least, a stroll past your local tree stand this December.