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ACGDST 5, 1920 



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The Florists^ Review 



19 



RETAIL STORE MANAGEMENT 



WHAT THE LEADERS IN THE TRADE ARE DOING 



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POETRY FOR PUBLICITY. 



Retail florists have so extensively 

 made use of the various verses on the 

 "Say It with Flowers" published in 

 The Review from time to time that 

 trade poets have been encouraged to 

 further eflforts. All is to the benefit of 

 the trade, of course, for the spread of 

 the slogan means more advertising for 

 florists. And for attracting immediate 

 attention, it is the opinion of some re- 

 tailers that the verses they have in- 

 cluded in their advertisements have 

 been quite successful. 



Robert N. Lister, at Assinippi, Mass., 

 mingles with his ability as a grower a 

 facility for verse. The latter has had 

 greater opportunity for exercise since 

 he has been laid up of late. He thinks 

 there would be opportunity to supply 

 verses for florists' advertisements at a 

 fee, just as copy-writers work in ad- 

 vertising agencies. His slogan poem 

 is as follows: 



"Say It with Flowers." 

 When fortune smiles on busy mart 

 And you would fain to friends impart 

 Congratulations from the lieart, 



"Say It with piowcrsV' 



"Say It with Flowers." 

 When you would whisper soft and clear 

 Words fashioned for a lady's ear 

 And not for other hearts to hear, 



"Say It with Flowers." 



"Say It with Flowers." 

 Or ahonld that day of Joy arise. 

 The sweet bride sees with tender eyes 

 The opening of her paradise, 



"Say It with Flowers." 



"Say It with Flowers"; 

 When sorrow's dismal tale Is said. 

 When all the Joys of life are fled. 

 Words make poor shift to mourn the dead: 



"Say It with Flowers." 



As a specimen of the form of verse 

 the florist might use to emphasize vari- 

 ous uses of flowers, Mr. Lister submits 

 the following: 



SAT IT WITH FLOWBBS. 

 General Daniel Cupid attacks the forts of tore; 

 He lays a barrage on the front 

 And bombs it from abore; 

 He climbs the heights, he scales the walls, 

 Takes trenches, works and towers; 

 The fair foe then capitulates. 

 For Dan Is armed with flowers. 



STEAMER ORDERS BOOSHNG. 



This summer has seen an increase in 

 steamer orders to antebellum propor- 

 tions. The exodus to foreign parts of 

 those who have been at home acquiring 

 war-time profits in several previous sea- 

 sons is so large that all vessels which 

 sail are booked full weeks beforehand. 

 Every Saturday half a dozen big liners 

 leave New York harbor, carrying more 

 than 5,000 passengers, of whom at least 

 a third are cabin passengers, possible 

 recipients of steamer flowers. These 

 large passenger lists, combined with the 

 country's general prosperity, make this 

 season a banner one for seaport florists 

 and for those whoz-ttdvertisr their fa- 

 cilities for telegraphing flowers to the 

 ports of departure/ 



No previous summer has seen the de- 

 mand for flowers in general so strong 

 as it is this year. Part of it may be 



due to the continued cool weather in 

 many places, but more of it doubtless 

 comes as a result of the fact that peo- 

 ple have been buying more flowers than 

 usual the past year and can afford to 

 buy more than they have before. No 

 matter what the analyst finds at the 

 root of this condition, the florist who is 

 not worn out with making money during 

 the winter — there are not so many — is 

 ready to take advantage of the present 

 opportunity to make the period of the 

 dog days as profitable as some colder 

 ones. Steamer flowers offer this oppor- 

 tunity not. only to seaport florists, but 

 also to those in other sections of the 

 country who push telegraph business. 



achieved, as can be seen from the illus- 

 tration on this page, was quite different 

 from an ordinary wedding decoration. 



Along the center aisle of the church 

 large white pillars were connected by 

 strings of asparagus and pink snap- 

 dragons interwoven. Upon the tops of 

 these pillars were large green baskets, 

 which were filled with pink peonies and 

 ferns. Entwined around the pillars were 

 more snapdragons and asparagus. These 

 pillars were placed at intervals the 

 whole length of the aisle, leading up to 

 the front of the church, which was 

 banked with palms and ferns. 



RETAILERS' OPPORTUNITIES. 



FOR WEDDINa AT CHURCH. 



Changing the solemn appearance of 

 a church to one of brightness and joy 

 was effectively done by Coombs the 

 Florist, at Hartford, Conn., for a wed- 

 ding recently. It was accomplished by 

 erecting large white pillars and using 

 a profusion of flowers. The effect 



At Cleveland. 



I often wonder whether retail florists 

 generally attach the importance they 

 might to the annual trade exhibition of 

 our society. I do not mean by this, 

 that they do not attend it, for we have 

 always a big following of retailers at 

 these conventions. What I really mean 



Unusual Treatment of Church laterlor for Wedding. 



