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16 



The Florists^ Review 



Apbil 22, 1920 



MEMORIES 



'TpRULY there is no happier 

 ■'• thought than the Home 

 and Mother dear. To prove 

 the sentiment wear her favor- 

 ite fFower in boutonniere or 

 corsage bouquet and send her 

 a special box or basket of 

 flowers, specially priced for 

 this day from $1 to $5 each. 



Positively tlie largest vari- 

 eties of fine fresh flowers at 

 remarkably low prices. 



Telegraph, -telephone and 

 mail orders given prompt and 

 careful attention. 



A. LANGE, Florist 



25 E. Madison Street 



Fi«a Ph>nMi 3n$-«-7-«) Auto. 42072 



An Effective Type of Ad. 



aration will result in better advertis- 

 ing for Mothers' day. 



WINDOWS FOB MOTHERS' DAY. 



Different Lines of Appeal. 



Like every other holiday, Mothers' 

 day gives the florist a challenge as to 

 the best use of his window display 

 space. In planning the design for it, 

 he may use any one of at least four dif- 

 ferent line* of approach. 



He may^ifi sim^y to establish in the 

 mind of t h wij i ftsser-by a connection be- 

 tween the mother and flowers in general 

 and^o remind him of the coming of 

 Mothers' day in particular. This may 

 be done by surrounding a good print of 

 some mother picture, such as Whistler's 

 portrait of his mother, with a frame of 

 flowers in which the,, date, May 9, is 

 worked. Or a large window card, pat- 

 terned on the retailer's newspaper ad- 

 vertisement, may be framed in the same 

 way. In either case, the corners of the 

 frame may be connected with vases of 

 flowers or smaller exhibits by ribbons, 

 which would lead the eye to the central 

 feature, the Mothers' day announce- 

 ment. A short poem on motherhood, 

 set in large type, could be used instead 

 of, or in connection with, the window 

 card. 



The retailer may choose his picture 

 or his poem to direct the thought and 

 feeling of the passer-by to the memory 

 of the mother who has died. In that 

 case, white flowers will naturally be 

 selected to dominate the display. White 

 doves and white ribbons may also be 

 used effectively for such a window. 



For Transient or Local Trade. 



If the store is in a college town or 

 draws largfely on transient trade, the 

 opportunity will be particularly good 

 for an appeal for the ditftant mother 

 and the distant home. Any experience 

 which the retailer may have had with 

 telegraph windows will be valuable here. 

 The ease of sending and the joy of re- 

 ceiving, especially if the element of 



surprise is added, can be suggested, 

 either pictorially or otherwise. Mes- 

 sages written on telegraph blanks will 

 help to make the idea more vivid. 



If local trade in a distinctly residen- 

 tial district is most relied upon, the 

 pleasure of having flowers in the home 

 may be stressed. The window space 

 may be utilized for the representation 

 of a home scene, with two or three vases 

 of flowers naturally distributed about 

 the room. Flowering plants will find a 

 place in such a window; while given to 

 the mother on Mothers' day, they will 

 remain to cheer her for some time after- 

 ward. In any case, the final effect of 

 the window display should be, not only 

 to increase the business for that par- 

 ticular day, but to give flowers a firmer 

 hold on the daily life of the people, a 

 surer place in their homes throughout 

 the year. 



BUSINESS EMBABBASSMENTS. 



Eureka, CaL — G. Vanden Abeele, re- 

 ceiver for the Cottage Gardens Nurs- 

 eries, called a meeting of the stock- 

 holders and creditors of the Cottage 

 Gardens Nurseries, Monday, April 19, 

 at the oflSce of the company at Eden. 



Des Moines, la. — Alfred Lozier, pro- 

 prietor of the Bosery, has offered, 

 through the Wholesale Florists' Credit 

 Association, which has been conducting 

 the business, payment of 25 cents on the 

 dollar to creditors. There has been no 

 profit shown since the store was taken 

 over; in fact, operation has been at a 

 loss. Some of the creditors have, there- 

 fore, shown inclination to accept the 

 offer of settlement. 



HOW MUCH DO YOU SPEND? 



Advertising appropriations are a con- 

 tinual source of discussion and the per- 

 centage of income or of outgo set aside 

 for that purpose varies widely. Say 

 L, M. Smith & Co., Laurel, Del: "We 

 have found that spending one-third of 

 our income in advertising is a paying 

 investment. We are only a small con- 

 cern, yet we are spending $1,900 a year 

 in advertising. Our booklet cost $1,500. 

 The rest goes to newspapers." 



The booklet mentioned is a well pre- 

 pared and well printed volume of thirty- 

 two pages and cover, designed for retail 



^^lowers/or 



T7 Mothers ' Day 



Telegraphed to All Parts 

 of the United States 



Tbe eipreuion through the medium of beiu- 

 ttful floven of the sacred sentiment of "Mothers' 

 Diy" U t custom which has become universal In 

 the past few yean. 





h a 



"Bright flowers if mother is still nA^e; 

 White flowers if mother has passed away." 



^ 



TttmpkmiMii ui-M r*n Mm 

 43 Bromfield Street 



Nmt Tnmm 



Remember Your Mother 

 Tomorrow 



A Nosegay Would Please Her 



Tomorrow — the second Sunday in May — will he 

 celebrated as Mothers' Day throughout the 

 length and breadth of the land. ^» " 



Millions of mothers will be honoi-ed by^devoted 

 sons and daughters. See that your ni^her is 

 not forgotten. 



"Bright flowfrR toijifn :hers liWag; 

 White floweii Ai ntthet'i memory." 



A nosegay — the kini^allbouquet that was the 

 height of fashion when /ouf mother was a debu- 

 tante — would please her immensely. 



Order today for Sunday delivery 

 Open till 8 p. m. 



Park Floral Co. 



Phonm york 2999 



W43 fJroadti'a:^ 



Boost Telegraph Orders. 



For Saturday's Newspaper. 



customers, giving hints as to seasonable 

 flowers at the principal holidays of the 

 year and general suggestions designed to 

 promote an interest in plants. The il- 

 lustrations are exceedingly good, many 

 of them being views of the firm's stock 

 and some of designs suitable for fu- 

 nerals. The heavy calendered paper 

 and the attractive purple and gold 

 cover make the book a substantial one 

 that is likely to induce the recipients 

 to accede to the request on the open- 

 ing page to "do both yourself and us 

 a favor by putting this booklet where 

 you will know where to find it when 

 you want them, either cut flowers or 

 blooming plants." 



THE TASTE HAS CHANOED. 



On the sidewalk in front of the store 

 of Adgate & Son, Warren, O., stands an 

 ornamental drinking fountain, placed 

 there some years ago by the W. C. T. 

 U., which has, for some time past, been 

 so poorly patronized as to be distinctly 

 noticeable. Frank H. Adgate observed 

 that among the many reasons advanced 

 is one that the taste of the public has 

 been educated, so to speak, by the soda 

 fountains. The original is deserted; in 

 fact, its doom dates from the time when 

 a farmer, claimed to have been affected 

 with red eye, hit the fountain with his 

 team, giving the structure a black eye 

 from which it never recovered. 



"This taste for richer things," s'li^ 

 Mr. Adgate, "was seen this last Ea?ter 

 in the call for floral baskets, of which 

 we had a few made up as samples. ^* 

 regretted that lack of time prevented 

 us from making up more, for what w<;re 

 ready sold at sight. About 1,000 pins 

 of Holland bulbs, with other stock, 

 brought good figures and a few held- 

 over azaleas, which were fine this yp'^^'i 

 brought easily a ten-spot apiece, 

 strengthening the desire to import again 

 as soon as the consent of the powers 

 that be is given. 



"Taking everything into considera- 

 tion, it has been a banner season. "^ 

 have fine stock for Mothers' day and 

 Memorial day." W. M. 



