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PUTTING A PUNCH IN 



AUTUMN WINDOWS 



Rclailcrs of all classes of merchandise hare their anfiinni of^eniinjs, 

 thereby formally aiiuoiuicing that a iie:e season is here, and sho:ein</ i^'hat 

 they liave of special interest to the puhlie. .1 ne:e season for florists is 

 here and it is time for jlower stores to do soniethintj to dra:e attention. 



OW that "tlic frost is on 

 riW ^ tlie jiuinpkiii and tlie corn 

 ^l^kl is in tlic sliock," the llorist 

 I Y ^I takes the place of siiniiner 

 as Nature's assistant in 

 jjjrowinfr a n d supi)lying 

 llowers. Hy an increase in 

 business, llorists' stores al- 

 ready have felt the effects 

 of the anhal of tlic au- 

 tumn season, and are iilanniiii; the ojjcn- 

 ing wliich announces tliat the time to 

 buy flowers lias arrived. Merchandis- 

 ing concerns of all kinds have had tiieir 

 openin<rs, or are doiny so, and the llo- 

 rist feels that he, too, should let his jia- 

 trons and the j)ubli(' in jicneral know 

 that they can continue to ha\c the 

 flowers that made the lioine l.rij^lit all 

 summer. 



While sales of flowers lia\-e increased, 

 the full flood of busi- 

 ness does not come un- 

 til frost has killed out- 

 door vegetation. The 

 reason for statin? this 

 fact, which is so well 

 known to all llorists. is 

 to emphasize the de- 

 sirability of ])osti)on- 

 ing the opening until 

 late October or Novem- 

 ber. Then stock is in 

 better variety, and tin.' 

 (juality is superior to 

 what it was earliei' in 

 the season. And what 

 is the most important, 

 the jiublic is in a buy- 

 ing mood. The a[)pe- 

 tite has been wlietted 

 by absence of llowers. 



How to Do It. 



To make an o|icnin'_j 

 a s u c c e s s, s('\'ei'a I 

 nmves are necess;uy. 

 There arc the decora 

 tion of the show win- 

 dow and the store, aucl 

 advertising, b o t h in 

 ]iewspap(>rs and direct. 

 All should be so timed 

 as to have the former 

 ready when the latter 

 begins to niaki' its a]i 

 jieal and briui^s the 

 jieople into tile store. 



A u t u 111 11 windows 

 give the d e c o r a t o r 

 jilenty of opportunity 

 to make artistic dis- 

 plays. That sliowiest 

 of autumn llowers, the 

 chrysanthemum, is at 

 its best, and can be 

 used effectively, as the 



public always associates the chrysaiithe- 

 iiiuni with autumn. 



rndoubtedly, the spirit of the times 

 will be reflected in many show windows 

 this autumn. Already some retailers 

 liave installed windows in which ])a- 

 tiiotism is the jiredoininant feature. 

 Miss Columbia, garbed in llowers, and 

 tli(^ ilag made id' red, white an<l blue 

 blooms, tlower guns and swonls and the 

 otlier trapjiiiigs of wartime will be 

 used as means of attracting the atten 

 tion of tlie public to llower stores. 



Put a "Punch" in the Window. 



All are good ;ind make attractixe dis 

 |ilays. Hut siudi windows do ii(d ;i!hi\\ 

 of apjieals for sales, 'i'liey are |irett\' 

 and .•itti;ict iniudi attention, but tlieic is 

 no "puindi" there. The " puindi " can 

 be ]uit in, but thei(» is liable to be the 



Columbia and the Star-Spangled Banner in a Florist's Window. 



criticism that sacred sentiment is licing 

 cominercializeil. 



Window ilis[ilays are designetV just as 

 much to sell flowers as to attract atten- 

 tion to llowers. f)f course, the attention 

 must lirst lie attracte(l before a sale can 

 be made, but the mere halting of ;i jicr- 

 son before a window where he pauses, 

 and gazing, remarks, ' ' What a pretty 

 picture!'' does not put any money in 

 the cash register. There should be the 

 suggestion that llowers in.ake the home 

 brighter, thereby bringing the idea of 

 piu'cdiasing into the mind of the lie- 

 lioldel'. 



.\v h;is before liceii recoriled in The 

 b'i'\ie\\, the etVect ot' war in (dliei- coun- 

 tries has not been to lessen the sale of 

 llowers, but to (diaiige the chaiacter of 

 the |ieo]de who (|o the buying. This 

 new idass of llower buyers is the so- 

 called m i d i| I e (dass, 

 whi(di is liandlinLT and, 

 in .•onse([Uenrr, ^jjend- 

 in!4' more moiies than 

 e\('r bet'ore. To at- 

 t rai-t t his class, depart- 

 ment stoiH' methods of 

 displaying prices would 

 jiro\-e (dV(>cti\<'. The 

 person who does not 

 lialiitually buy llowers, 

 oittlmes wouM look at 

 the display and wish to 

 possess S(Uiie of the- 

 liliiom<, but Would not 

 i;o into th(> store be- 

 cause of the belief that 

 llowers are so lii^h in 

 piice that they are be- 

 yond the reach el" his 

 I Micket I io(d;. 



The Reason Wliy. 



T he • • i'e;is(in \\ hy 

 wiiolow is the la'e^t 



■ le\ (dopnii'iit in soeci.'il- 

 t \' stoic ad\er' isiiig. 

 This is ;i ■li'-plax' that 

 impresses the jierson 

 uho sec'^ it wi^h tlie 

 iiMsoii why he should 

 pur(di:ise the jrticle 



■ li^pliiyed. T h i s has 

 pKAi'd mo-t tdVecti\'e, 

 a<-cor( 1 i 11;;' to the ex- 

 perts who keep a r lose 

 tall on ie<iilt< from 

 L;i\en experiments. 



Tliere is a i-eason 

 w li\' ji e r s o n s slunild 

 buy llowers. And the 

 |uinci|ial ri\-is(ui is that 

 w hat the tlorist has to 

 ■-(dl .adds to the be.aiity 

 ot the louiie and the 

 jovs of life. \'i-u;iliz- 



