24 



The Florists^ Review 



Ma; 13, 1920. 



that the company print some small 

 stickers reading, "Next Sunday Is 

 Mothers' Day," and attach them to 

 every telegram sent out locally during 

 the week. The manager thanked Mr. 

 Palmer greatly for the suggestion and 

 immediately had printed 15,000 stickers 

 at his own expense. During the week 

 before Mothers' day every telegraph 

 blank used in that oflSce carried the little 

 sticker reminding the recipient of the 

 approaching day. The value of the re- 

 minder cannot be estimated. 



"Consider," says Mr. Palmer, "the 

 number of people who step into a tele- 

 graph oflSce in a large city in one day. 

 Perhaps fifty per cent of them are from 

 out of town. Imagine them writing 

 their telegrams, perhaps to their own 

 home, and at the same time reading the 

 little slip pasted on the telegraph 

 blank, 'Next Sunday Is Mothers' Day.' 

 Don't you think if one has any red 

 blood in his veins at all that he will 

 look up the nearest florist and send some 

 flowers via F. T. D. to his mother? If 

 the florists in all' cities and towns would 

 go after their local telegraph offices in 

 this manner, they would find the local 

 managers glad to cooperate with the 

 florists, because it means business for 

 them." 



Active Advertising. 



After securing the aid of the tele- 

 graph company in behalf of the florists, 

 Mr. Palmer put much effort into push- 

 ing the day himself. Altogether he 

 used about 300 inches of newspaper 

 space, costing approximately $600, for 

 Mothers ' day advertising. He believes 

 so strongly in this day that he spent 

 more money on Mothers' day than for 

 any other holiday in the year. 



"I firmly believe," states Mr. Palmer, 



"that Mothers' day will be the biggest 

 day on the florists ' calendar in the years 

 to come, because there is certainly more 

 sentiment connected with this day than 

 with either Easter or Christmas. When 

 we consider that Easter and Christmas 

 have been catered to for hundreds of 

 years and that Mothers' day is only 

 in its infancy and yet is calling for 

 almost as many flowers, we cannot but 

 see its tremendous future. Flowers are 

 usually plentiful at this time, deliveries 

 are easy to make and flowers can be 

 sold to the public at more reasonable 

 prices than during the winter, when 

 they are scarcer." 



DOUBLE SNAP TO MAEI! DEBUT. 



A new, light pink, double snapdragon 

 will make its appearance in the trade 

 before long, according to T. D. Hefko, 

 of Marshfield, Wis., who has raised it. 

 This variety, a specimen of which is 

 shown in the accompanying illustration, 

 was originated two years ago. Mr. 

 Hefko had a double sport of a white 

 snapdragon; he crossed this with a Nel- 

 rose and found among the seedlings this 

 one, which is perfectly double and of 

 the same color and habit of growth as 

 Nelrose, except that it is, Mr. Hefko 

 says, practically everblooming. He 

 tried planting this variety beside other 

 kinds and found that this one came into 

 bloom at least three weeks earlier than 

 the others. 



He has found it to be a splendid 

 keeper and quite seedless. The blooms 

 as they grow old will dry up like a car- 

 nation, instead of falling off, as the or- 

 dinary snapdragon does. Blooms fre- 

 quently have stayed open four to six 

 weeks on the plants before drying up. 

 The blooms are distinctly double and 





T. D. Hefko's Double Snapdragon, Named for Daughter, June Hefko. 



solid and can thus be shipped with less 

 danger of bruising than is the case with 

 the single snapdragon. Mr. Hefko has 

 also found that the lower blooms will 

 not drop off in the shipping box, as they 

 have done frequently with snapdragons 

 which he has received from the whole- 

 sale market. 



This new flower Mr. Hefko intends to 

 name after his little daughter, June 

 Hefko. He expects to disseminate rooted 

 cuttings next fall, when they can be 

 planted after the chrysanthemums are 

 out. 



MILWAUKEE, WIS. 



The Market. 



Business, both local and shipping, for 

 Mothers ' day was unusually heavy. The 

 new feature about the day was the 

 heavy demand for plants. The market 

 had a large stock of hydrangeas and 

 rambler roses, which sold out clean. 

 The demand for geraniums in bloom, 

 especially Eicard and Poitevine, was 

 notably heavy. The trade bought large 

 quantities of these and arranged them 

 in baskets; they brought good returns 

 to the growers. 



The supply of sweet peas and snap- 

 dragons was parti<»ilarly heavy. In 

 carnations, good colored stock was short. 

 There was a scarcity also of short and 

 medium roses; many more could have 

 been sold if they had been on the mar- 

 ket. 



Altogether, the business of last week 

 compares favorably with that of any 

 other holiday in the year. P. 



Various Notes. 



Early Saturday night. May 8, William 

 Zimmermann had nothing but a few 

 sweet peas left. The business was the 

 best ever and Mr. Zimmermann says 

 that Mothers' day is a bigger day than 

 either Christmas or Easter. All his cut 

 flowers were sold out early in the after- 

 noon and every plant was gone soon 

 after. The amount of telegraph busi- 

 ness was large. 



Sunday morning. May 9, the front of 

 Baumgarten's resembled the regular 

 Easter morning scene. The sidewalk 

 was lined with boxes to be delivered to 

 mothers. Every flower was sold. 



Up until a late hour Saturday night 

 buyers crowded into the store of William 

 Lubliner, clearing it of an exceedingly 

 large stock. 



CHESTER, PA. 



There was no Mothers' day profiteer- 

 ing in this section. Carnations brought 

 $2.50 per dozen at retail, which people 

 seemed to consider cheaper than silk 

 flags at 50 cents apiece. 



The Lorgus Co., of West Chester, had 

 a fine display of geraniums at the 

 branch store in Media; they were mod- 

 erately priced, too. 



Peonies in this section look as though 

 there would be a good cut for Memorial 

 day. 



Jerome Harley, of North Media, who 

 has specialized in potted plants, is add- 

 ing cut flowers to his business. 



Peter J. Vervaecke, of Providence 

 road. Media, is about to erect two more 

 greenhouses. These will double his* 

 space for carnations. 



Mr. Bartow, who has a fine store next 

 to the Edgemont theater, had an at- 

 tractive seasonable display for Mothers ' 

 day. J. B. B. 



