The Merchants of Joy (2025)
The Merchants of Joy is a documentary looking at several families operating Christmas tree lots in Manhattan. It focuses much more on the personalities of those involved than it does on the business side, in no small part because none of those profiled were willing to open their books and reveal trade secrets. We get a little behind the scenes information surrounding the bidding process for lots, how hard it is to turn a profit, what they do during the off-season (mostly operate other seasonal stands), and that big box stores operating at low margins are an existential threat to this business. We also learn several of the sellers largely source their trees from the Pacific Northwest, which surprised me a bit (I'd have assumed Maine or Canada). But the bulk of the documentary was focused more on them as people. It all works because it's an interesting, quirky collection. The year the documentary was recorded (I'm assuming 2024) also turned out to be a significant one, as two...