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Never have all the Florists, Seedsmen and Nurserymen of 

 America had greater cause than today for Thanksgiving 



THIS year the autumn cele- 

 bration instituted by the 

 Pilgrim Fathers to give 

 thanks for the abundance 

 of the season carries a real 

 and sincere meaning for 

 the florists ', seed and nurs- 

 ery trades. A year ago the 

 florists received larger re- 

 turns than ever before, but 

 the chief cause of that prosperity, the 

 influenza epidemic, had a saddening 

 rather than an elating influence. This 

 season there is no such bitter taste in 

 the cup of rejoicing. The demand which 

 is felt so strongly this year is the result 

 of the public's desire to spend for flow- 

 ers some of the money which it possesses 

 in greater amount than ever before. 



For this inclination to add to the 

 trade's coffers there is no reason for 

 aught save rejoicing unalloyed. Not only 

 is it not dependent on some abnormal 

 occurrence, which is to be deplored 

 rather than welcomed, but it represents 

 a real growth in the public's use and 

 desire of this trade 's products. In such 

 steady and constant increase there is 

 strength and indication of continued 

 progress, which are as much causes 

 for thanksgiving as the tangible 

 financial gains from such prosperity. 



Trade Growth. 



Without the shadow of doubt, flo- 

 rists have greater reason for satisfac- 

 tion in the growth made by the trade 

 in the course of the last year than 

 in the pecuniary reward they 

 may have derived in that period. 

 Whereas the latter are temporary 

 returns, the former represents an 

 investment that is permanent and 

 will itself be productive, giving 

 greater yields as time passes. 



One of the phases in trade 

 growth during the year has 

 been the increase of coop- 

 erative effort in pixblicity. 

 The progress is to be cred- 

 ited under two heads, one 

 to the advertising ac- 

 count and another to the 

 trade fellowship or co- 

 operation account. For, 

 while the greater amount 

 of publicity that is given 

 to flowers is a 

 matter of satis- 

 faction, the in- 



crease in the spirit of union, of the de- 

 sire to get together, is more important 

 still, since it augurs larger achievements 

 yet. Therein lies the basis for state- 

 ments by trade leaders that the profes- 

 sion has advanced more in the last year 

 or two than in the previous ten or fif- 

 teen years, statements made in sincere 

 calculation of results obtained and not 

 in boastful enthusiasm over present en- 

 terprise. 



Strides Forward. 



One of the most emphatic forward 

 steps that have been taken is the wide- 

 spread adoption of Sunday closing. In- 

 dividual florists and certain commu- 

 nities have closed on Sunday in years 

 past, but the trade in general had not 

 adopted the practice. During the last 

 summer, however, many florists shut 



their doors on Sunday of their own ac- 

 cord, and in many towns and cities the 

 various members of the trade united 

 in agreements to make no sales on the 

 Sabbath. The way to unity and 

 cohesion was not easily won, but in the 

 many communities where, despite diflS- 

 culties and temporary setbacks, the best 

 sentiment ultimately prevailed the feel- 

 ing of trade solidarity which has re- 

 sulted has prepared the way for still 

 further accomplishment. 



Similarly the cooperative movement 

 for advertising has won its way with 

 the florists in various localities. Growers, 

 wholesalers and retailers have united to 

 encourage and urge the greater use of 

 flowers by the public. The growers have 

 come to the support of the retailers, 

 recognizing that they, as well as the 

 members of the trade who deal imme- 

 diately with the public, have a great 

 deal to gain by the larger demand to be 

 created by advertising. The enthusiasm 

 with which these elements of the trade 

 have combined for the purpose of multi- 

 plying flower sales is a matter for re- 

 joicing. 



No less to be commended are the 

 splendid efforts which the florists in 

 various cities have shown in the first 

 "Say It with Flowers" week. This 

 idea spread from one city to another 

 almost as soon as it was contemplated 

 in Washington and the immediate re- 

 sults were truly surprising. Another 

 year much more is confidently expected. 



Bright Future. 



And while the unity of purpose 

 and action exhibited during the 

 last year gives real reason for 

 thanksgiving, there is equal cause 

 in the actual business condition 

 present. Sales kept up re- 

 markably well through the 

 summer and gluts in the 

 markets were few. Since 

 the arrival of cold weather 

 reports are common that 

 sales are up to those of a 

 year ago, though the 

 trade had not antici- 

 pated anything of the 

 kind. 



Amistice day created 

 much business in a good 

 many places 

 and this addi- 

 tional holidav 



