The Florists^ Review 



Mabcb 25. 1020 



ni» florlats whose cards appear on tbe paces oarryinc this head, are prepared to ftU orders 

 . from other norlsts for local delivery on the usual basis* 



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ON THE GREAT AND PROSPEKOUS WEST SIDE OF 



CHICAGO 



There is no larger, finer or better known store than that of 



H. N. BRUNS. FfT.t 3040 West Madison St. 



THE PLACE TO SEND YOUR EASTER ORDERS 



SIOUX CITY, IOWA 



WIRE YOUR ORDERS FOR ANY AMOUNT OF FLOWERS 



QUICK SERVICE 

 Orders for 



IOWA, NEBRASKA, SOUTH DAKOTA and MINNESOTA 



ROCKLIN & LEHMAN 



MEMBERS F. T. D. 



520 Fourth Street 



for payment came, but more than one 

 member of the retail trade has gained, 

 rather than lost, financially, as a result 

 of the simple business analysis required 

 by the tax regulations. 



In this trade, perhaps more than in 

 some others, it has been easy for the 

 small retailer to go along from day to 

 day ordering his stock on a guesswork 

 basis and relying on a kind of mental 

 bookkeeping to keep his accounts 

 straight. He could sense the general 

 demand, but he did not know exactly 

 which flowers and which plants were 

 most profitable. He kept reasonably 

 out of debt and was well thought of by 

 those who had business dealings with 



him, but he did not really know where 

 he was at, nor did he stop to realize 

 that he did not know. If he grew all or 

 part of the stock he sold, his work in the 

 greenhouse made such demands on him 

 that a regular system of bookkeeping 

 would have seemed a waste of precious 

 energy. Bookkeeping suggests the en- 

 tering of the same figures in several 

 books in several ways; he naturally 

 avoided anything so complex and, so far 

 as he could see, so useless. 



Every Little Bit Counts. 



It may be said that such a retailer 

 was wise in avoiding elaborate business 

 methods and devoting as much time as 



possible to the actual selling. A good 

 trade experience would tend to make 

 his judgment sound and his estimates 

 nearly correct. But the trouble would 

 come in the cumulative effect of all the 

 year's little inaccuracies. The total re- 

 sult of a large number of orders for 

 stock which, when it came, was not all 

 moved at regular prices and had to be 

 sold at a reduction or thrown away 

 would be a quite appreciable loss. So, 

 too, the other little misjudgments would 

 mount up and, by the end of a year, 

 would have a decided effect on the net 

 profits. The trouble would be, not that 

 any one thing was wrongs but rather 

 just a little bit here and there. And 



