

fr THE ^V 



CHOOSING A SPOT 



FOR A FLOWER SHOP 



In u/ial sort of neighborhood and where in that neighborhood is the best place 

 jor a retail flower stored Upon the correct answer to these questions ojteii 

 depends the success of a business venture. Herein are some suggestions on 

 the subject that will be of help to those contemplating a change in location. 



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^=i](J iiuiiiy fav()ral)le eleiuouts 

 are required to make a lo- 

 ^^ cation ideal for a retail 

 ^ tlower store that tiiere are 

 few siu'h jdaces in any 

 city. However, as it is 

 upon the selection of a lo- 

 cation that much of the 

 success or failure of a re- 

 tail venture depends, tlio 

 'ic and unfavorable ck'ineiits 

 1 lie carefully considered. It is 

 •" devote time, thouylit ami study 

 - i|U('sti{ui before the Irasr is 

 1, 111- tlie ]iurchase made, and a 

 -Mill of iiKiMcy cxp('nd('(| dii fix- 

 .111(1 advertising-, mucdi of whiidi 

 • ;i total Idss ill the e\eMt tiiat the 

 'II is fumid to 1h' Ulisilited In tiie 



!■ are, of course, two (lasses of 



:ln\\er stores — the one in tlie busy 

 I "Wii section where a jjreat jiro- 



ii "f' t lie trade is transiiMit ; the 



HI a ii'sidence section where most 

 --ales are made year after your to 

 iiiii' buyers. Pickino- a location fur 

 ' <>\' these two ty|>es of stores le 

 - '-tiidy of differ- 



•laiacters, but, at , 



-■line time, much , 

 ■'inc. 



ii- was a time in 

 florists' business 



most of the sales 



made to the 



'ly. or so called 



" do class of peo- 



The last ten 



. ]iowe\ir, liave 



!it a c h a n if e. 



days e veryo n c 



dowers sometime 

 -; the vc-ar. 



peuded upon ti'ansieiit trade. He must 

 liave a class of customers who are fairly 

 regular flower buyers. Hundreds jiass 

 his place as ajijainst the many thousands 

 that daily see the display windows of 

 the downtown store. 



('on<litions to be considered in a larj^e 

 city will apply in cities not so lar<j;e, 

 while in the smaller towns many of the 

 same elements will be found. 



S(dectiMj;- a location for a flower store 

 in tlie downtown or Jiusiuess section fd" 

 a lar^c (dty has been the utrk upon 

 \\Iii(h many florists, who had been siic- 

 cessfiil ill (diier jiarts vi' the same city, 

 lia\e I'oiiiiilered. 



Reasons for Failures. 



'i'liey have i)i<d\cd a store in tlir luart 

 ol' tli(> I'etaii <'eiiter; a ]ilace that is 

 jiasseil daily by a constant stream of 

 the (dass of ]people who ar(> flower Imy- 

 ers. Yet success has escajied them be- 

 cause the lent was too iinhdi, or the 

 proximity of the store to another was 

 too riosi', rreatinjf a <livision of' loisi 

 iiiss that turneil a t'ormcr siici-css into a 

 lailiirc and nc\er i:a\c tlir ^rcond store 



ere Crowds Are. 



flower stores in 



'Nsiness districts 



i''^ cat(di more of 



iass of trade than 



in resilience sec 



The traffic past 



'"OS of this type 



'ore is so yreat 



■ here a re siiflicient 



"I's of those mak 



'hi'ir occasioii;iI 



iscs to keep lip a 



laily axcra^c. It 



IS a (piestion of 



' till' )iro]irirt (M' of' 

 '■'■ in the outlying; 

 'II woiiM >tar\.' 

 !"atli if he ,1,. 



Flower Stores Have Found it Impossible to Earn the Rents 



a idiaiire to Imtoihc a real success. 



It is an odd t'act that there are few 

 flower stores in the lai^^cst cities located 

 (Ml street corners. There are conspic- 

 uous e.xceptions, of course, but the 

 florist usually is ''just around tlie 

 comer."' iicttin;;' as near as possible 

 without contracting^ to pay the hii^her 

 rent that a corner location conimands. 

 The exceptions to this rule are stores 

 manayed by men of special talents. 



I'lowcr sales to transients ai'e made 

 dm in;.;' what is i,'eiierall\ tcriiH'cl ' ' shop- 

 pino limirs:'' that i^, lictwi'i-n In a. m. 

 and ~> p. m., somciinii'-- principally 

 within iniiidi sliortfr hour--. There are 

 records ot" florists loidrin^ f'ur a placM' 

 to start a store iiiakiiiL;' a eoiiiit of the 

 traltie ilnriiii; tlie^-e loHir-: in tlie (lis 

 ♦rict pirkecl. This is ;in ardiiinis task, 

 lint the results lia\e feeii siirprisi iiLT- 

 I'or iiistaiiee, one man discoxered liy 

 this inethiHl that during the ereater 

 jiart of' the year traftie in ^Imppin;^ 

 hours \\;is twenty four per cent L;reater 



on one side of the street tliail tlie other. 



The one siije was ill the shade lii'tween 



iiiMiii and "i |i. III., i|r;i w i n;^ the traffic 



1111111 till' sunn \ siile. 



Two si(|,'s ol' many 



-, ■ Inisy retail streets 



ha\e sharp distiuc- 



timis. ((lie side ma>' 



lie i|e\ot I'd to st ores 



a II I shops cateriii:^- to 



hieh clnss trade, the 



other to i|e]i;i it meiit 



and so called liart;aiii 



--t ores. \ eei I le~^ to 



^ay, the jieople the 

 latter ilia\\ are not 

 haliitnal flower lniy- 

 eis. They liii\ only 

 I'nr siich occasions as 

 hnlli|a\s, \\eddiii;;s and 

 t'liiiera Is. 



Dodge Competition. 



riie sll SS lit' .T, 



lliiii^t ill a certain 

 locat ion is a ]it to draw 

 others to the --a me 

 •- e c t i o 1 1 . in many 



idties it is |iossilile to 

 walk se\eral Idoid'is in 

 the liiisiiiess district 

 and liiid not a siii^de 

 llower store and tiieii 

 cnllle lljioli three or 

 f'ollr L;lollliei| either 



Hear the tour cnriieis 

 111' i II t he middle of t he 

 blocks adjoin i hl; t he 

 corners. |!v a^kiiiL;- 



the lii^tiir\- III' the-e 

 Demanded Here. stores it iisiialK will In- 



