Christmas Trees in New York City: A Unique Industry

Selling Christmas trees in NYC is pretty straightforward, or at least it seems that way. However, the trees that stand tall in Manhattan apartments or Brooklyn brownstones don’t exactly come with a budget-friendly price tag. Interestingly, there’s a lot more happening behind the scenes than most people realize.

Many tree vendors often take out hefty loans—often exceeding $400,000—to purchase their stock. They keep their sources under wraps, but those trees usually hail from farms in places like Oregon, Michigan, North Carolina, and Tennessee—a little trade secret that’s not often discussed.

Most customers typically just buy a tree, especially when you consider that about 60% to 70% of the stands are open by mid-December, just two weeks before Thanksgiving.

On top of that, sellers also have to navigate unpredictable factors like bad weather and the competition from big retailers like Home Depot that also sell Christmas trees, which makes the task of drawing in customers even tougher.

Salespeople have to be versatile. George Smith, one of the major players in the industry, expressed the challenges they face daily. “We deal with everything. Weather, no one wants to buy trees in the rain. We deal with the economy when people are in difficult situations,” he shared. It’s a tough gig, and not everyone can handle it.

A new documentary on Amazon Prime Video, titled “Merchants of Joy,” sheds light on this intriguing business, revealing how these vendors transform New York City’s streets into festive holiday spots. This endeavor pushes many to their limits, requiring grit and creative thinking.

Along with Smith, some of the other leading figures in the business include George Nash, Jane Waterman, and Cyree Nash of Uptown Christmas Trees. Then there’s Heather Neville, known as the “New York Tree Lady,” as well as “Little” Greg Walsh and Kevin Hammer from Evergreen East Trees. Their collective presence pulls in a host of small vendors from all over, particularly from Quebec.

Many of these sellers either grow up in the industry or gain experience by working with established vendors before launching their own ventures. They often leave their homes and families, spending weeks living in cars or makeshift shelters just to sell trees during the festive season.

Smith recalls his humble beginnings at just 12 years old, running errands for his mother one day when his bicycle got stolen. Upset, he approached a tree stand owned by Big Greg Walsh, who offered him a job to earn tips. It was a turning point for him. “I grew up poor. I didn’t have anything,” he reflects.

This childhood experience set Smith on a path that would eventually lead him to control a significant part of New York City’s Christmas tree market—a competitive domain where, decades ago, things could get dangerous as mobsters fought for control of territory.

When Nash entered the industry 30 to 40 years ago, he found himself unintentionally involved with some shady elements. Though he faced challenges, including being blackmailed, he managed to navigate the tough waters. In this line of work, staying close to friends but wary of competitors is crucial.

Filmmaker Celia Aniskovic, who directed “Merchants of Joy,” initially knew little about this niche market. The film delves into how tree stands secure their spots by bidding with the New York City Parks Department, competing fiercely for prime locations.

Smith shared the tense nature of location calls, revealing, “I’ve lost a lot of places, but I’ve won a lot of places in the past.”

The weeks leading up to Christmas are a whirlwind of activity. Aniskovic remarked how trees seem to pop up overnight on street corners. Yet, the reality is anything but simple. Each stand operates 24/7, putting pressure on sellers to hire trustworthy workers, many of whom come from outside the city.

“Little” Greg Walsh, the younger generation of the Walsh family, highlighted his preference for hiring people who are looking for an adventure while also supporting the legacy of his father. “They’re here to have the best time in New York City,” he noted.

Interestingly, some customers start seeking trees almost right after Halloween, leading to some unrealistic expectations. Walsh pointed out, “There are no trees in the city” that early. Even after the holiday rush, preparations for the following year begin immediately.

Smith elaborated, “It’s not a beginning and an end because once January rolls around we start preparing for next year.” He believes the documentary highlights all the hard work and dedication behind the scenes.

Ultimately, while there may be a friendly rivalry among sellers, they share a deep understanding of the struggles and triumphs that define the Christmas tree business in New York.

“We have a lot of competitors in New York,” Walsh admitted. “But this is the greatest city in the world, so you wouldn’t want to go anywhere else.”