18 THE PRINCIPLES OF FLORICULTURE 



in general distribution. Advertising space in a promi- 

 nently located shop window may be reckoned with by 

 the fraction of an hour." 



Next to location, it is highly desirable that a flower shop 

 have artistic and attractive interior fittings (Fig. 1). 

 The business should be made to appeal to the aesthetic 

 tastes of the people. It is therefore essential that the 

 decorations harmonize in every particular with the color 

 of the plants and flowers which are to be put on sale. 

 Nothing presents a richer appearance than white enamel 

 paint. Soft, rich shades of green for decoration, such as 

 are found in the foliage of plants, may also be used. 

 Other tints should be avoided, for as a rule they have a 

 tendency to cheapen the effectiveness of the interior. 

 There should be a liberal use of mirrors, for they not only 

 increase the appearance* of size and richness of the interior, 

 but they often double the apparent quantity of the stock 

 of flowers and plants. 



16. Character of the retail stock. The stock should 

 always be fresh, and the foliage of palms and other potted 

 plants should be clean. A retail store should be liberally 

 stocked with all flowers and plants liable to be in de- 

 mand, or they should be quickly available when .ordered. 

 There should be a full equipment of vases, baskets, ribbons 

 and other accessories which are necessary for first class 

 trade. The ice box should be attractive and well kept. 

 Nothing detracts more from the up-keep of a store than an 

 ice box of fading flowers, or a window full of fallen petals. 

 Neatness and order are essential factors in every successful 

 retail store (Fig. 2, lower). 



17. Methods of management of retail stores. Success 

 in selling flowers at retail depends in a considerable meas- 

 ure on the personality and the business ability of those in 



