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The present prominence of Mothers* day shows what work, advertising 

 and the interchange of ideas can do to raise a good suggestion into an im- 

 mensely profitable reality. That team of three can do yet more to make 

 Mothers* day one of the best holidays, if not quite the best, for the trade. 





URRENT interest in the 

 political race, or races, and 

 in the possibility of a 

 "dark horse" unexpected- 

 ly dashing out ahead of the 

 now uncertain field and 

 gaining the victory, sug- 

 gests the florists' attitude 

 toward Mothers ' day. Most 

 of the six or eight "days" 

 for which the trade concentrates its 

 energy are holidays of long standing. 

 Public sentiment concerning them is 

 well founded and widely spread; it has 

 been so for a long time. But Mothers* 

 (lay was unknown before 1908 and yet 

 it is rapidly rising in rank among the 

 others as a flower day. There are good 

 reasons for this. 



In comparison with other holidays, 

 Mothers' day is notably universal in 

 its appeal. It carries more 

 sentiment as a flower day than 

 Thanksgiving, which is asso- 

 ciated rather with fruits and 

 autumn vegetables than with 

 flowers. Christmas and, even 

 more, Easter are largely de- 

 pendent upon people's reli- 

 gious beliefs for their observ- 

 ance as holidays; not so 

 Mothers' day. It betokens an 

 affection even more widespread 

 than that shown on St. Val- 

 entine's day. It pays tribute 

 to the living and not only to 

 the dead, as does Memorial 

 day. Even the person whose 

 mother died during his infancy 

 can think of her with love, if 

 not with intimate knowledge. 

 There is no one in whom 

 Mothers' day will not find a 

 response. 



MOTHERS' DAY. 



On Mothers' day thoughts promptly fly 

 To one who stilled each early cry, 

 Who smoothed away all childish woe. 

 And seemed the slightest need to know. 

 With kindly fingers ever nigh. 



A changeless friend, though oft a sigh 

 Was caused in years that speeded by — 

 Behold her face, with pride aglow, 

 On Mothers' day. 



Unite we, then, in praises high, 

 With tender voice and moistened eye; 

 Bright fiowers send, gay flowers show — 

 May love serene immeasured flow, 

 Earth's children all to nnify 

 On Mothers' day. 



inevitable consequence. There surely 

 is no better way — one might even say, 

 no other way — properly to express oite 's 

 appreciation of the beauty and love 

 exemplified in the mother. One's nat« 

 ural attitude is well expressed in the 



It's May 9. 



Though the choice of the 

 aate by Miss Anna Jarvis, of 

 Philadelphia, had no deliberate 

 connection with the needs of 

 the florists' trade, the day 

 ll^'iies at an excellent time. 

 ihe second Sunday in May, 

 this year May 9, is about half- 

 ^av between Easter and Mem- 

 ^J"! il day and thus comes when 

 flf^v.ers are plentiful and cheap 

 3" i when there is no other 

 P'^'licular reason for a large 

 ^c^iand. It comes, too, when 

 J^ntre is no special drain on 

 P'^' pie's purses for other buy- 

 ^^!^ as there is at Christmas. 



-, J^^th the appropriateness of 

 ,, ^lothers' day recognized, the 

 "8" of flowers follows as an 



Next Sunday 



May 

 11th 



verses which appeared in B. L. T. 's col- 

 umn in the Chicago Tribune and which 

 are reprinted at the top of this page. 

 The ways in which flowers may be used 

 in this expression of feeling are limited 

 only by human ingenuity. 



Nor is there any real limit to what 

 flowers may be used. Miss Jarvi8,M;he 

 originator of the idea of Mothers' day, 

 believed that the white carnation was 

 the proper flower for the day, but, since, 

 on the one hand, the growers could not 

 possibly supply enough white carna- 

 tions for that day and, on the other, 

 no single flower, however beautiful, 

 could adequately express the diverse 

 tastes of the multitudes who would need 

 them, all flowers have come into use. 

 The only distinction is that indicated 

 in the couplet which, originated in the 

 columns of The Review and spread by 

 advertising, has done much to 

 educate the public out of the 

 white carnation idea: 



SUNDAY SEXT u the cUy itrdiralrd to thr 

 Mothrra of our CouQtrjrf Uothcn were tb« 



•fimt to make the sAcriflee in w«i^-flr»t to rralixe 

 the bleMinp of peace. Do not let nut Suntlj; 

 go bjf without rwnembering "Mother" on her 

 dij. Make n«it Sundajr, Uty 11th, > nlorioua 

 "Motheni' Db,"— No matter how far from the 

 hcarthitide, rvnieinl>«r "Mother" and-- 



Flower* Best ExpreM the 



"Mothers' Day 



Sentiment" _j- 



'THE FloritU of this city 

 -* an adfwiUlj pro- 

 vUUtI to tutph Favorite 

 Ftowtrt, </ all kinds, for 

 Mothers' Day. 



If Tots ll<i«kar Ii la AmUct Oit; 



-H *M%n vtat tt* 4MMM, fltwi n M* k* 



PUoa Yw Ordar for llotkan' D»j Iwly. 



Retail Florists of Richmond, Va. 



■■r* lIoUMn LM^-riawwi Brickt" 



"Wtt Mett W Mmmr—rymon WUto." 



Co-oper«tlve Advertising is a Big Factor in Mothers' Day. 



For Mother at home, flowers bright; 

 In Mother's memory, flowers white. 



In the observance of 

 Mothers' day, we are not re- 

 stricted either to the giving of 

 flowers to the mother at home 

 or to the placing of flowers on 

 the grave. It is a day of cele- 

 bration, not only of individual 

 relationships, but of all 

 mothers the world over, of 

 motherhood; it is a commemo- 

 ration, not only of the particu- 

 lar loved one who has died, 

 but of all those who through 

 the long ages have raised up 

 each succeeding generation. 



All Wear Them. 



Hence everybody should 

 wear flowers, as well as give 

 them. Churches have been 

 decorated with flowers for this 

 occasion, ministers have 

 preached sermons on it and the 

 children attending Sunday 

 school on that day have been 

 given flowers. Fraternal or- 

 ganizations and societies like 

 the G. A. R. have attended 

 church in a body, each indi- 

 vidual wearing a flower. In- 

 dustrial corporations have 

 presented flowers to all of their 

 employees for that day. An 

 early and especially effective 

 instance of that occurred in 

 Philadelphia when the Phila- 

 delphia Rapid Transit Co. 

 ordered 7,350 carnations, to be 

 distributed among its twenty 



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