10 



The Florists' Review 



Decbmbbb 28, 1916. 



sold — they siniplj' were unable to han- 

 dle so much business in so short a time. 



Wholesalers. 



For the growers for the wholesale 

 markets, who constitute the third larg- 

 est group in the trade, this was the ban- 

 ner Christmas. There are instances, of 

 course, where a grower, or a group of 

 growers, did not have enough plants 

 ready or did not cut enough flowers to 

 profit by the splendid demand. As a 

 rule, however, each grower received a 

 larger sum of money this Christmas than 

 ever before. It is not that top prices 

 were higher, for they were not; it was 

 because the demand was so broad it re- 

 sulted in better average prices. The 

 principal exceptions were white carna- 

 tions. Paper White narcissi and white 

 roses, of importance in the order named. 



Taking the principal lines of Christ- 

 mas stock in the order of their impor- 

 tance, cut flowers were not in oversup- 

 ply at any of the shipping centers, but 

 in most cases the shortage, if any, was 

 less severe than had been expected. The 

 demand, as usual, was strongest for red 

 and lightest for white; while more red 

 and deep pink flowers could have been 

 sold, had these been in larger supply the 

 white flowers would have fared worse. 

 Of the newer varieties, Russell and 

 Hadley were in special demand. There 

 are numerous reports of delayed trains 

 that brought stock to wholesalers after 

 the demand was over, and of serious de- 

 lays in the delivery of shipments to re- 

 tailers, the adjustment of which will cut 

 down the profits. 



|3rVERY now and then a well- 

 IL9 pleased reader speaks the word 

 which is the means of bringing a 

 new advertiser to 



Such friendly assistance is thoroughly 

 appreciated. 



Give us the name of anyone irom 

 whom you are buying, not an adver- 

 tiser. 'V^e especially wish to interest 

 those selling articles of florist't use 

 not at present advertised. 



FLORISTS' PUBLISHING CO. 

 ^30-60 Caxton BIdg. Chicago 



Plants Least Abundant. 



In comparison to the demand, the 

 supply of plants was far short. There 

 are growers who had as many plants as 

 ever, and for them it was a wonderful 

 Qhristmas, but the lateness and loss of 

 azaleas left a big hole and cyclamens 

 and poinsettias were less numerous than 

 usual. It made an extra call for ferns, 

 palms, araucarias, etc., and it helped the 

 cut flower trade immensely, for many 



stores that usually push plants were 

 compelled to give cut flowers at least an 

 equal show this time. 



Greens also were scarce, but there was 

 no lack of accessories. Many retail 

 flower stores now sell great quantities 

 of related merchandise, principally 

 baskets, vases, flower bowls and novel- 

 ties appropriate to the environment. 

 On these there was no shortage and the 

 sales broke all records. 



Monday for Christmas. 



The trade is almost unanimously in 

 favor of having Christmas on Monday 

 every year if it can be arranged. In- 

 stead of having to plunge into putting up 

 orders and delivery the moment the door 

 closed on the late customers, it was pos- 

 sible for the busiest to close up Satur- 

 day night, get some much needed sleep 

 and tackle the orders and deliveries 

 Sunday morning with two comparatively 

 quiet days for the task. It was a great 

 advantage. 



TIME TO SOW PBIMUI.AS. 



When is the proper time to start prim- 

 roses from seed for next year's fall and 

 winter trade? W. V. R. — ^Minn. 



Primula Sinensis and P. obconica for 

 fall and winter flowering should be 

 sown not later than February 15. For 

 blooming in February and March, sow- 

 ing may be made as late as May, but 

 for early flowers you must sow early. 

 P. malacoides now is quite popular. It 

 is a rapid grower and its seeds need not 

 be sown before July 1. C. W. 



\^v RETAIL STORE MANAGEMENT 



WHAT THE LEADERS IN THE TRADE ARE DOING 



BOUCHER'S IDEAL CLERK. 



Speaking on "The Marketing Prob- 

 lems and Methods of Retail Florists" at 

 the December 11 meeting of the Roches- 

 ter Florists' Association, George T. 

 Boucher declared that increased com- 

 petition was making the retailing of 

 flowers so difficult that only by strict 

 application of modern business methods 

 could the florists succeed. 



One of the difficult problems that the 

 florist faced was the lack of persons com- 

 petent to sell flowers, said the speaker, 

 since the successful flower store clerk 

 needed more than any other store sales- 

 man to be "up to his job." 



The desirable and successful clerk is 

 the one, said Mr. Boucher, who likes the 

 work of selling flowers, is neatly 

 dressed, is courteous and always in con- 

 trol of himself, even in the face of rude- 

 ness; is willing to learn and to receive 

 suggestions, and is enthusiastic. 



"Enthusiasm in a clerk may be ac- 

 quired, and it makes a clerk really an 

 asset to his employer," Mr. Boucher 

 went on. "Enthusiasm vitalizes the 

 clerk 's selling abilities, makes him forci- 

 ble, optimistic, creates a bond of sym- 

 pathy between buyer and clerk, and 

 changes apathy into interest. Real en- 

 thusiasm, tempered so that it won't 

 carry the clerk beyond the customer's 



own viewpoint, is one of the big qual- 

 ities of the really successful clerk." 



A LETTER FROM A LADY. 



Among professional advertising men 

 there is a belief that an advertisement 

 should be frankly an advertisement and 

 not masquerade as something else, but 

 in working up the Christmas trade a 

 New York firm used a unique letter writ- 

 ten to its retail customers in the neat 

 longhand of the young lady of the office. 

 It was on plain stationery of the kind 

 used by ladies and each missive was de- 

 livered by messenger. It read as fol- 

 lows: 



37 West 28th St., 

 Ne-w York, Dec. 11, '16. 



Dear Friend; — I am a little fairy; I live among 

 the flowers and I carry flowers and happiness 

 with me wherever I go. I love to make people 

 happy, don't you? I will tell you how to do it. 



I know six of your dear friends of whom you 

 are very fond and you often wonder how you 

 could convey a kind thought to them in a 

 pretty way. Now, what is prettier than a 

 dainty basket of flowers or an elaborate hamper 

 of plants? Surely, these are at all times wel- 

 come and appropriate gifts — and Christmas is 

 so near! 



How would you like to see a hundred darling 

 floral arrangements and thousands of handsome 

 flowering plants all at one time and in one 

 grand wilderness? You can, if you come with 

 me just before Christmas to my Fairyland of 

 flowers. It is not far, only 37 West Twenty- 

 eighth street, in the flower land of Woodrow & 

 Markotos. You will come, won't you? 



Fayrle. 



P. S. Why, in your own library there is an 



empty corner that is waiting to be cheered up 

 with a plant or two. 



Each missive was accompanied by 

 three violets and a spray of asparagus 

 pinned on the envelope. 



The results are said to have been ex- 

 cellent. 



PALETTE GOOD DISPLAY UNIT. 



An artist's palette, three and one- 

 half feet at the longest part, is the 

 feature of an attractive window dis- 

 play at the store of Z. D. Blackistone, 

 Washington, D. C. This palette, which 

 is shown in the accompanying illustra- 

 tion, is covered with dark green velvet, 

 and on it flowers are placed, somewhat 

 after the fashion of daubs of paint. 

 Each day the design on the palette is 

 changed. One day the window-dresser 

 will put on a corsage or two, each one, 

 of course, being different. The next 

 day it may be a colonial bouquet. This 

 is followed up with loose flowers, ar- 

 tistically arranged, and shower bou- 

 quets and other designs. 



The so-called palette is displayed on 

 an easel made of white-enameled por- 

 tiere rods, obtainable at any furniture 

 store. These are touched up a bit with 

 gilt, thus adding to the attractiveness 

 of the stand and killing the dead white. 

 The palette and easel form a full win- 



