DlCBUBKB 19, 1916. 



The Rorists' Review 



58 



Tbm DmeMm wliote cards avPMtf on tli* pace* oairylnK this haad, ar« praparad to till ordon 

 *" — from othar llorlat* for local daU^ory on tha usual baala* 



When you have an order for 



BOSTON-NEW YORK 



or 



any other place in the world 



ESTABLISHED 

 184-T 



TRUST IT TO 



IN BOSTON 



at 



1 Park St. 



and 



799 Boylstan St. 



{THAT NAME PROTECTS YOU 



You surely want your customers served with 

 the best. There's only one way to go about it. 



WE HAVE THE GOODS AND SERVICE 



Steamers are 

 Again Sailing on Schedule 



Deliveries made on board 



IN NEW YORK 



at 



561 5th Ave. 



corner 



46th St. 



Attention! 



Selling Flowers 45 years. 

 NO BRANCH STORES. 



Flowers are very scarce, also high in price. 



Guide yourself accordingly in sending orders to us for 

 Christmas. 



FRED C. WEBER 



4326 8 Olive Street, ST. LOUIS, MO. 



the ingenuity that is at the command 

 of the resourceful florist. He will take 

 what he has in the way of supply and 

 make the most of it. And when it is 

 considered that Christmas buyers will be 

 more numerous and have become accus- 

 tomed to paying the price demanded, 

 there is a practical certainty that every- 

 thing the flower store has in stock will 

 be moved. 



The Cut Flower Supply. 



What would in most seasons be a 

 fairly good supply of cut flowers is avail- 

 able this year. There are many of the 

 large growers who planted the usual 

 number of roses, curtailing their produc- 

 tion in other directions to meet the fuel 

 restrictions. Carnations, too, will be in 

 considerable supply. But the plants are 

 conspicuous by their absence — absence 

 in numbers, that is. There are lots of 

 them, but not nearly the quantities that 

 we could sell if we had them. 



With this situation confronting him, 

 the resourceful man turned to the sup- 

 ply houses for much of his Christmas 

 stock. Euscus, roping, frieze, bells, stars, 

 poinsettias and the other artificial things 

 will be used to fill up the gap caused by 

 the absence of the real things. 



These things are as closely associated 

 with Christmas as are the greens. Lyco- 

 podium is scarce and holly more so. Mis- 

 tletoe is in something near a normal sup- 

 ply. Prices on all this stock are higher 

 than usual, as they are on everything 

 else. But the customers paid the ad- 

 vance at Thanksgiving and everyone 

 cleaned up. The same conditions will 

 prevail at Christmas. 



Keep Up the Advertising. 



While many of us, under present con- 

 ditions, are sitting back waiting for the 

 business to come to us, rather than going 

 out after it, we all ought to remember 

 that big things are just ahead. The 



leaders in the trade, who see farther 

 than the end of their noses, did not elim- 

 inate their Christmas advertising. In- 

 stead they will consolidate the gains 

 they have made and attack the public 

 with more vigor, believing that the par- 

 tial success already won should be turned 

 into a complete victory for flowers at 

 Christmas and all other times. 



The S. A. F. publicity campaign has 

 been pointed so that the final and heav- 

 iest broadside of the first year is being 

 turned on the public to stimulate Christ- 

 mas flower buying. Some 10,000,000 peo- 

 ple buy and read the magazines that are 

 carrying the Christmas command to 

 "Say It with Flowers." Hundreds of 

 florists will deliver the same message to 

 their fellow townsmen through the local 

 newspapers, many of them using the 

 S. A. F. copy and illustrations. 



It is human nature to want the thing! 

 we can't get and should there be more 

 buyers than stock, the next holiday will 



