Meet the Merchants of Joy, a heartfelt new documentary premiering at DOC NYC next month and landing on Prime Video December 1. Set in the electric pulse of New York City, the film follows five families who transform its sidewalks into festive havens each winter.
These Christmas die-hards work tirelessly to source the perfect trees, greet loyal customers, and protect a tradition that’s been passed down through generations. Their days are long, the weather unforgiving, and the competition fierce—but their dedication shines brighter than any holiday lights.
The Merchants of Joy offers an intimate, grounded look at the pride and grit behind a seasonal ritual many take for granted. Through small moments of humor, community, and connection, the documentary captures how these families bring warmth to cold streets—one tree, one customer, one season at a time.
