16 THE PRINCIPLES OF FLORICULTURE 



and cut-flower industry became highly specialized until 

 at the present time flower shops are to be found in every 

 large city and town in the United States. 



15. Character of the retail store and its location. - 

 In the larger cities and towns competition has brought 

 about a wonderful development in these stores. For the 

 most part they are centrally located, for as flowers are 

 not a necessity, they must appeal to the people through 

 the beauty of their display. Therefore, flower stores are 

 located principally in busy sections of industry, where 

 people are constantly passing. If the section is an aris- 

 tocratic one where wealthy patrons congregate, the loca- 

 tion is considered more ideal. 



The more desirable locations naturally necessitate a 

 high expenditure for rent; however, it is not economy 

 to locate a flower store on a side street where rents are 

 lower, unless the firm be an old one which has established 

 a reputation and has a set of clients who will continue 

 to patronize it even if somewhat isolated. 



A more common use of the telephone has increased the 

 number of orders for flowers, but when possible, the buy- 

 ing public prefers personally to select flowers, rather 

 than to leave the selection to another. 



One of the most prominent retail men in America says : 

 " The location of a flower shop is in itself one of the most 

 prominent features when advertising is considered. Some 

 firms pay a monthly rental of from one to five hundred 

 dollars a year in excess of what would actually be neces- 

 sary in the way of space and convenience, that they may 

 reach the public from an advertising viewpoint. Win- 

 dow space in the higher rental districts of the country 

 is certainly a live advertising problem. This feature is 

 more often neglected than is the copy sent to a newspaper 



