10 



The Florists^ Review 



Mat 29, 1910. 



not distribute programs of their weekly 

 features, generally display local mer- 

 chants' advertisements on the screen. 

 Artistically designed and tastefully col- 

 ored slides of June brides in all their 

 glory of wedding gown and flowers can- 

 not but impress the many brides-to-be 

 who will be present in the audience with 

 their fiances. 



Window Displays. 



Window decorations are ordinary and 

 effective means of advertising wedding 

 flowers. The illustration on this page 

 shows a window used with great success 

 by a florist in a city of 37,000 popula- 

 tion. The bride, a wax figure, though 

 sometimes a living model, is and should 

 be the central figure. The furniture for 

 this display was loaned by an equally 

 enterprising merchant, who undoubtedly 

 gained some more trade by his part in 

 the display. Possibly, if he carried a 

 line of dress goods in addition to fur- 

 niture, he had a display of wedding ap- 

 parel for which the florist (let us hope) 

 supplied fresh flowers and in his turn 

 gained a bigger name and more busi- 

 ness. 



If for some reason a florist is unable 

 to make a display in his own store he 

 should look around at the other stores 

 and make use of them. The jewelers, 

 dry goods and shoe merchants will all 

 have their June wedding displays. Send 

 them blooms to replace their fading arti- 

 ficial flowers. Every keen business man 

 will realize the value of real flowers and 

 be glad to enhance his window with 

 them, while the florist's artistic card at 

 the base of the carefully chosen and 

 tastefully arranged vases will bring 

 profitable and quick returns. 



Other Ways and Means. 



Besides these, there are other profit- 

 able ways of advertising open to the 

 ambitious florist. An enterprising Chi- 

 cago florist began a run of a plain but 

 effective June bride poster on the ele- 

 vated railway, May 15. 



Watching the society columns of the 

 daily newspapers will give the florist ad- 

 vance information as to the girls who 

 are to become June brides and it is not 

 unethical to get to each as soon as pos- 

 sible a good piece of advertising matter. 



These are but a few of the ways in 

 which the florist can effectively build 

 up a good wedding trade and no live 

 member of the profession will let a sin- 

 gle chance slip by. June is the month 

 of golden opportunities for the florist. 

 The time is past when business will 

 come to him. He must go out after it 

 and to get it he must use modern meth- 

 ods. The stake is too high and the re- 

 ward too great to falter at the biggest 

 obstacles in the struggle for wedding 

 flowers, reputation and success. 



Wedding work next month will be 

 better than a year ago and it is worth 

 getting after right now. 



ATTBACTING JUNE BBIDES. 



The June bride window display shown 

 on this page was the conception of F. 

 William Heckenkapip, Jr., of Quincy, 

 111. He made use of it last year and 

 despite the then prevailing sentiment to 

 dispense with decorations at weddings 

 he declared it was a good business get- 

 ter. 



WEDDING WORK IS BACK. 



A Big Month Ahead. 



Wedding work has come back. A 

 year ago, shortly after the United States 

 entered the war, simplicity and economy 

 were the watchwords of those who 

 theretofore had made weddings elabo- 

 rate affairs and had made June a good 

 month for florists. The trade felt the 

 loss of this business. But it is with us 

 again. Perhaps the people who live on 

 interest are not spending so freely as 

 before the income tax made its ascen- 

 sion, but there are many others who 

 now can afford what they want; and 



they invariably want flowers for wed- 

 dings. 



Taking the season's weddings as a 

 whole, there will be nothing simple 

 about them; the decorations will be 

 there; the brides will not be denied the 

 right that has been handed down to 

 them from generations of proud woman- 

 hood to have beautiful weddings. 



They All Want Flowers. 



From time to time The Beview has 

 printed illustrations showing that the 

 brides of today are no different from 

 those of the times before the 'war; elab- 

 orate church wedding decorations are 

 being made by many florists, both in the 

 larger and smaller cities, and as the 

 bride is the supreme judge of the setting 

 for her wedding, she is the one to whom 

 the florist must appeal. 



Yes, wedding work has come back and 

 now is the time to welcome it on its 

 return by doing it better than ever be- 

 fore. 



This June each individual florist will 

 be helped in his campaign for wedding 

 work by the S. A. F. national campaign 

 of publicity for flowers. "The Wed- 

 ding! One occasion when flowers can- 

 not be too plentiful," reads the adver- 

 tisement and it urges that flowers be 

 sent as wedding gifts. 



Leading to New Business. 



It is comparatively easy to sell a 

 person something he or she wants. And 

 there is no girl who does not want floral 

 decorations, bouquets for herself and 

 her bridesmaids and the other accesso- 

 ries that are essential for weddings of 

 any pretensions. To sell the bride is 

 what we must aim to do and the quicker 

 we begin to do it the more business we 

 shall have gained before the month is 

 over. 



As has been pointed out before, there 

 is more than the immediate order at- 

 tached to wedding decorations. It 

 brings the florist who furnishes the 

 work into close touch with many young 

 women who are interested in the cere- 



The Bride and Weddtag Accessoriei Always are a Strong June Attractioa in the Window of a Flower Store. 



