10 



The Florists^ Review 



Dkcbmbeu 28, 1910. 



"^I'M they Miiij.Iy wi'i'i' iiii;il)lc to ll.'lll 

 '111' sii iniicli Imsiiii'-s 111 sii ^lidi'l :i time. 



Wliolesaic-rs. 



I'll!' till' L;rii\\i'rs Un tin' w linlfsii Ir 

 iii;iikct>, \\]u> riiiist it lite til.' third lai;;- 

 cst ;:r(iiiii ill tlic tiinlc, this was the iiaii- 

 iiiM' < 'liiist ma'-, 'riii'ii' arc instances, oL' 

 couist', \\ hi'ii' ;i i^i'dwci, (i|- a i;r(iuii nf 



^noWflS, .li'l lint lia\i' ('llnl|<;ii plaiits 

 icaily 111' (Thl :i(it i-iit i'ikiii:^!! lidwcrs to 

 I'lnlit liy tlic spli'inliil .li'inaiid. As a 

 rule, li(i\\i'\i'i, cacli ^inwcr ircci \ t'(| a 



larutT siiin ni' i ex- t liis < 'iiiist nias t liau 



t'\ei' lii'fiii'c. It is iKit that tciji iiriccs 

 writ' hiLilici. IiM' thi'v were imt ; it was 

 liccausi' thi' cliMiiaiid was ^n lnoail it rc- 

 sultcil ill lii'tt'i a\i'iaL;i' inircs. 'I'lio 

 jii'incij.a I ('\c('|it inii>~ were white cania- 

 tidns. J'ai'cr Wliile narrissi and white 

 I'li^rs, III' imi>(iriance in tin' nidi'r named. 

 Takiiii^ till' |iiiih-i|.al lines oi' Cln'ist- 



mas stii.-k ill th dn n!' theii- iinjiiu'- 



taiM'c, <-iit lln'Arrs were nut in (i\'ersu]i- 

 j'l.\ at any ui' the sliip|Mn- renteis, but 

 in niiist lasrs tlie shmtaL;'!', if any, was 

 less se\'(.re than had Immmi exjioctetl. 'J'he 

 dcniand, as iisiial, was sti'dii^est I'oi' red 

 and lij^hti'st t(ir white; while more fed 

 and deep pin!, Ihiwcis eould lia\'e heen 



siild. iiad thi'sc 1 II ii, larfj;(M' sujijih" the 



■\\liite tliiwi'is wiiiild ha\e fared worse. 

 Of the liiwi'i varieties, Russell aud 

 lladley were in si)e(ial deniaud. There 

 are luiinerous reports of delayed trains 

 that liriiiiL;lit stiM'l< tn wholesalers after 

 the ileiiiand was n\ er. anil of serious de- 

 lays in till- .Idixcry of shijuneuts to le- 

 tailei's. the adjustment of wliiidi will ml 

 down the prolits. 



[ralVERY now and then a well- 

 ItSI pleased reader speaks the word 

 which is the means of bringing a 

 new advertiser to 



W/fff 



Such friendly assistance is thoroughly 

 appreciated. 



Give us the name of anyone from 

 whom you are buying, not an adver- 

 tiser. We especially w^ish to interest 

 those selling articles of florist's use 

 not at present advertised. 



FLORISTS' PUBLISHING CO. 

 530-60 Caxton Bldg. Chicago 



Plants Least Abundaiit. 



in comjiarisoii to the demand, the 

 supply of plants was far short. There 

 are ;;roweis who had as many plants as 

 e\('r. and foi' them it was a wonderful 

 <.'hristmas, but the lateness and loss of 

 a/.aleas left a bij,^ holi; and cyclamens 

 and poinsettias were l(>ss numerous than 

 usual. It made an extra call for ferns, 

 palms, ."ir.aucarias, ete., and it helped the 

 lut tlowei' tiade immensely, for many 



stores that usually push plants were 

 eomiielled to <ii\'e cut llowers at least an 

 e(ju;il show this time. 



Greens also were scarce, but tliere was 

 no lack of ;iccessories. ]V[any retail 

 lldwer stores now sell {r^oat quantities 

 of ndated niereliandise, jjrincipally 

 baskets, \ ases, llower bowls and novel- 

 ties appi'opriate to the environment. 

 On these thei-(; was no sliorta<j;o and the 

 sales broke .all I'eeords. 



Monday for Christmas. 



The tr;ide is almost unanimously in 

 i'a\(ir of ha\in<f Christmits on Monday 

 e\ery year if it can be arranged. In- 

 stead ol' h;i\inj^ to plunj^'c into puttinji; up 

 (iidersand d(di\'ery the moment the door 

 closed on the late customers, it was pos- 

 sible for the busiest to close up Satur- 

 day nii;ht, get some much needed sleep 

 ;nid taid\l(> tlie orders and deliveries 

 Sunday niiuninu' with two comparatively 

 (piiet days I'er the task. It was a great 

 ad\;intage. 



TIME TO SOW PKIMTJLAS. 



"When is the pi'o]ier tinu' to start prim- 

 roses from set'd for next year's fall and 

 winter trade.' W. \'. R.^lMinn. 



Primula Siiiensis and T. obconica for 

 fall and winter flowering should be 

 sown not later than February 1.1. For 

 blooming in February and March, sow- 

 ing may be made as late as May, but 

 for early flowers you must sow early. 

 !'. malacoides now is quite popular. It 

 is a rapiil grower and its seeds need not 

 be sown before ,Iulv 1. C. W. 



RETAIL STORE MANAGEMENT 



WHAT THE LEADERS IN THE TRADE ARE DOING 



BOUCHEPwS IDEAL CLERK. 



speaking on •'The .M.arketing I'rob 

 lems ami Methods of h'etail Florists" at 

 the December 1 1 meeting of the Koidies- 

 ter Florists" Association, (ieorge T. 

 Houclier ib'clared tiiat increased com 

 p(^tition \\;is making the tetailing of 

 lluwcrs sn dinieult that only by strict 

 application of modein Imsiiiess methods 

 c.iuld the florists succeed. 



One of the difTicult jiroblems that the 

 tlorist faced wa« the Lack of persmis cem 

 potent to sell flowers, said the speaker, 

 since the successful flower stoic clerk 

 needed more th;in ;iny other store salens, 

 man to l>e ''up to his job." 



The desirable and successful (derk is 

 the one. said Mr. Boucher, who likes tlie 

 worl'C of selliiig tlowers, is neatly 

 dressc'l, is courteous and always in con- 

 trol of himself, even in the face of rude- 

 ness; is willing to loam and to n^ceivc 

 suggestions, and is enthusiastic. 



''Enthusiasm in a derk may be ,ac- 

 (juircd, and it makes a clerk really ;in 

 asset to his employer," Mr. I'.ouclier 

 went on. '''Enthusiasm vitalizes the 

 ( lerk 's selling abilities, makes him foi'ci- 

 ble. optimistic, creates a bond of sym- 

 jiathy between liuyer and clerk, and 

 changes apathy into interest. Ke.al en- 

 thiisiasin. tempered so that it won't 

 c.'irrv the clerk bevond the customer's 



own \iewpoint, is one of the big qual- 

 ities (it' the reallv successfid clerk." 



A LETTER FROM A LADY. 



.\niiing prul essional ailvertising men 

 there is a belief that an advertisement 

 should b(^ fiankly an ad\ertisement and 

 ncit iiuisi|iierade ,'is sometliiug else, but 

 ill uiirking up tlii^ Christmas trade a 

 New ^'^l•k firm nse<l a unic|ue letter writ- 

 ten to its letail customeis in the neat 

 longhand of the young lady of the oflice. 

 It was on plain stationery of the kind 

 useil bv ladies and e:ich missi\e was de- 

 livei'ed b\- nu'ssenger. It read as fol- 

 lows: 



:;~ w'l'st L'.'>iii St.. 



Ncn- Vnrlv, Per. 11. '10. 



Dcnr Friend:- I mil a little fiiiry: I live nmong 

 tlic llnwcrs Mini I carry Hhwits iumI linpiiiiicss 

 with iiic wticrcvcr I pn. I lnvc to iiiiikc people 

 lin]ipy. don't you? I will toll you how to do it. 



I know six of yonr dear fricnils of whom yoii 

 ni'c vcr.v f<uid mid \ oii often \\iiiid<'r how you 

 could convey m kind thouRtit to thiiii in a 

 Iirotty way. Now, what is prettier than n 

 dainty liaskef of llowers or an elaborate haniin'r 

 of plunt.sV Surely, these are iit all times v\el- 

 conie and approjiriate gifts and Cliristmas is 

 so near! 



How would you like to see a hundred darline 

 llor.'il nrraii'-'eiiienls and tlnuisands of liandsome 

 tloueiini: )d.'ints all at one time and in one 

 ^.Taiirl wilderness? You can. if you come with 

 iiie .jiist lii'fore Christmas to my I'airylanil of 

 llowers. It is not far. only :'.T Wist Twiuity- 

 eiL'hth street, in the (lower laud of Woodrow & 

 Marketos. You will come, won't you? 



Fayrie. 



r. .S. Wliv. in your own lihrarv there is an 



enipt.v coiner that is waitins to he cheered up 

 with a plant or two. 



Each missive was accompanied by 

 three \iolets 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- 

 jilay at the store of Z. D. lilackistone, 

 Washington, D. C. This palette, which 

 is show 11 in the accompanying illustra- 

 tion, is covered with dtirk green velvet, 

 ;iiid nil it flowers are jilaced, somewhat 

 after the fashion of d.aubs of paint. 

 l"]ach d.'iy the design on the palette is 

 changed. One day the window-dresser 

 will put on a corsage or two, ea(di one, 

 of course, being different. The next 

 day it may be a colonial boiK|uet. This 

 is followed up with loose flowers, ar- 

 tistically arrtinged. and shower bou- 

 • jiiets and other designs. 



The so called paletti^ is displayi^d on 

 an easel made of white enjimeled por- 

 tiere rods, obtainable ;it any furniture 

 store. These are touched up a bit with 

 gilt, thus adding to the .attract i\'eness 

 of the stand and killing the dead white. 

 The palette and e:is(d form a full win- 



