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"THE LORD HELPS THOSE 

 WHO HELP THEMSELVES" i^ 



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The purpose of this article is to induce 10,000 florists each to do at least 

 a little something to call attention to the special fitness of flowers for use as ' 

 valentines, to all get busy now and so make St. Valentine's day another oj 

 the big special flower days. 



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F the proverbs, that which 

 heads this page seems es- 

 pecially to have been con- 

 ceived for the benefit of 

 florists — it should be the 

 motto above the desk of 

 every man of us who comes 

 in contact with the public 

 — and as for February 14, 

 well, there is no other 

 lance for us to help ourselves so much 

 i we shall be doing by calling the at- 

 mtion of the public to the unequaled 

 apropriateness of our merchandise for 

 je as valentines. 



It is a chance that comes only once 



year. Don't "let George do it" — 



Bt busy now and remind as many as 



ou can flowers are the finest valen- 



nes. 



For the last five or six years; in fact, 

 i^er since The Beview published its 

 rst St. Valentine's Number, there has 

 een a steady growth in the importance 

 f February 14 as a special flower day. 

 ; will continue this year unless the 

 •ade "lays down on the job." That 

 anger arises only because of the re- 

 jnt shortage of stock. "Recent" is 

 le word; the shortage in most places 

 Iready has passed. Not only is there 

 aough stock to supply every present 



■-?-**w<iiiw«iAi., 



"Let Your Valentine be Flowers." 



demand, but there soon will be so much 

 prices must fall unless we increase our 

 sales effort as the sun gets stronger. 



So favorable a January for cut flower 

 production has not been known in many 

 years. There will be all the stock we 

 shall need by February 14, so "let 'a 

 go," as the soldiers say when it's time 

 to get busy. 



The first thing to do, of course, is 

 to take account of what is for sale, to 

 look over the home supply and to get 

 an order off to the wholesaler, but there 

 should be no delay in planning the sell- 

 ing. The selling will be easier than 

 ever this year, because the war is over, 

 thousands upon thousands of the boys 

 are home again and the people are 

 spending their money as though they 

 expected always to have plenty. Yes, it 

 is a valentine year, all right; that is, 

 it will be a valentine year for those who 

 remind people of it. 



That's where the proverb comes in: 

 "The Lord helps those who help them- 

 selves." The retail florist who sits 

 and waits need not be surprised if few 

 people call on him for Cupid messages; 

 indeed, a flower store that does not ad- 

 vertise itself, one way or another, these 

 times dees little but funeral work, and 

 probably less and less of that. People 



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One of the Reasons Why St. Valentine's Day Made a New Record at the Rogers Store, Omaha. Last Year 



