34 



The Florists' Review 



IncCKMHKU :) !.»JII 



By the Arrangement of the Stock He Has to Sell, the Florist Can Give His Store the Christmas Atmosphere. 



m:i^ lii'i' in the rt-lilcr nt' tin' -.Inr.' mi hi 

 simir iitlitT conspiciKiiis mjicii ^|i;irc :inil 

 (l»'((ir;itc with florists ' Miiitcrials. Almiit 

 tliis lie sluiuld ])l;icT a t'lW jilant^ and 



hllskl'ts clf cut fidWrls t(l •-ImiW otV tlirsr 



Wiirt's lit' liis, Ol' iiMirsr. it ^iic< with 

 out sayiiiy: Iliat tlir (.lai-iii;; nt' urialh^. 

 iioli.v hiaiichcs and mist htm' almut rln' 

 stdir yoi's a loiifi way towards <;i^ill^ it 

 a Yuk'tide sjiiril. 'I'ln' artistic eye o! 

 the decorator will tiialdc spli'inlid (dT.-ii 

 to })!■ madf of tlit'sr niatciiaN I'immi tin' 

 llorisi s ' ow II .stock. 



Ol'ti'ii the retailer has : k in lii- 



store wliich he uses for a i|uiet c-oi loi 

 for eiisfoincrM. It is somewhat aside 

 from the store's imstle on a crowcled 

 hodiday, thon<;h quite \ isihk- to all 

 \isitors. Siicli a nook may he emidoyed 

 in a strikinj; fasliion. Iiy luittinij m it 

 Ciiri.stnias jilanta or sono' otlicr sort fd' 

 decoration and tlirowin^ on tlie exhiijit 

 a sjieeial ((dored li^'it, or a (dian^iiiii; 

 series <if ccdored iij^hts. I^lahorate 

 \ases .and cut tlowers can lie made into 

 artistic i)ictiires of still life. 



The Cliristmas Touch. 



On s.'ine haskets tlorists will put :i 

 liufje red how, on otheis lume; sonio 

 arr.'in;,'(>inents contain Minch in the way 

 of Christmas greens: other- will ha\e 

 none. It should be the practice, on ali 

 i.rders that are holidav purch.ases, to 

 include some touch that i- es^nitialh 

 ■' Christ ni.asy.' ' su^di as a sprij; of lodl> 

 in a jilant ;irra noi^ment fpr a little nii- 

 tletoe in a corsaj^e l.oiicpi.t. These 

 small .'idiiitions to orders really ei\e 

 the h(did;i> liusim'ss of the tloiist tlo' 

 distinct ivciiess that m.ake- tlo' mipi 

 eiifs reinemlicr .and connect tie' thuist's 

 products with the lodid.av. l,ar>:e as is 

 the tr.ade done ;it the < los( iif Decern 

 ]>er. it is little comi-.-ii-ed with that whirl. 

 may sfiiiie day he de\<lo|ied for this 

 occasion. 



S])ecial wrapjun^ jiai'er will not he 

 s,'eneially employed this season. h\it 



eolored stiiiig can he use(|. If iiothiii^; 

 fancier is employed, re<l string is a! 

 w.ays to he had. In I'ormi'r yeai's some 

 ih>rists ha\t' tied a bit of holly to every 

 parc(d whiidi left their stores. The 

 iiigher cost of these added hits ot' tin 

 ish to orders is causing tliem to In- 

 .iha Miloned freipiently, hut there ;ire 

 still those in the trade who maintain 

 'li;it the few cents these tilings add to 

 I lie cost of ;in order is wcdl spent. Tie 

 iiioiic\- is as u<dl spent as that paid for 

 advertising space in the incal m w < 



p.-ipers. 



After .-ill. it is . \ ,r\ hit nf it ad\ er- 

 Msiim, .and it's :i pi'olit a lil(> and pleas- 

 ant w ;i \ til advertise. I'nr it makes 

 liMth the llorist .and p.atroiis feel a little 

 more keenly the gl.adsome spirit nt' tlo' 

 N uhtide season. 



Drawing" Power Needed. 



Such advertising power ;is h.as the 

 • hristmas spirit whiidi .a tlower store 

 ni;i\ possess will, it serins likelv, he 

 needed this < 'h rist m;is. N'o. that is not 

 pi'ssimistic presaging. l!\eryhod\ an 

 I ici)i;ites an i-xctdlent Christmas; all will 



do g 1 hiisiiK'ss. But that clean sweep. 



that sale of exerythiiifj in sight, which 

 s.. glaildeiis the heart, will not cccui 

 without I'tl'iot on tlii> part n\' the trade 

 !o promote < 'hristmas sales. 



Tliioigh the dejiartnient stfires in tie 

 \>\'j, citii's are doing splendid business, 

 tiny are not crowded in a fashion the 

 pilldii- is accustomed to this idose to 

 ''hristmas. Instead of marking sales 

 ticdiets u]i to take ach.aiitage of the holi 

 da\- rush, these stores are marking them 

 down. There is the d is|>osit ion, cpiite 

 i.pposite to th.at of a N'e.ar ago, to hang 

 oil to one's iiHuiey iiisteail of flinging it 

 aw.ay. The same situation seems to he 

 prevalent in most rtd.ail lines. 



Ill this situation there is no cause for 

 |iessiniisin, no reason for gloomy fore- 

 hodiiig. There is, instead, need for ener 

 uetlc efforts to enc(earage purchases of 



tloweis lor I'histiiuls. The oi.i)lic is go- 

 ing to liiiv- ('hristmas gifts, ;il)oiit as 

 inanv .as usii.al and in a liberal spirit, 

 when the time conies. And 'hey '11 buy 

 tlowers, it' we urge them to. The time 

 i-.ills t'or activity and energy, more of 

 it th.iii eve)-, and forceful udv.Ttising- - 

 one means of which is to make your 

 -iiii-e reflect the Yule'ide apiri'. 



FEASTS' FEATURE F. T. D. 



One of the most ardent worii-^rs in be- 

 h.alf iif tlie i". T. 1). in Raltimore is the 

 linn of S.amiiel Feast ic Sons. An in- 

 stance ol their efforts in tlii.s lirectioii 

 was their ii'ci'iit window displ.iy giving 

 puldicity to telegraph delivery. In it 

 the J''. T. 1>. t'tiiblein was used as the 

 central ligiiie, Mercury speedini^ on his 

 wiiigeil sandals, on top a globe oil which 

 t li(> continents were florally outlined. 

 Along the front of the window ran telc- 

 gr;i])h wires mi miniature poles. At 

 either si,|e ware huge reproductions of 

 blanks ol' the two telegraiih eoinpanics. 

 In the foreground were jmsters in re- 

 gard to wire service. Palms, blooming 

 jilants and baskets of cut flowers 

 brought forcibly to miiol that the sub- 

 ject was iiid merely telegr.aph deliv(>ry, 

 liut the telegr.aph delivery of flowers. 

 The window was deserving of .all the 

 notice .and coiiimeiit it receive. 1 from 

 those who stopjied at 3ul Nrir*!; <'!iar1es 

 street to view it. 



SHIPPING PAPER -WHITES. 



What is the best methoil of cutting 

 .ind ]';od< iiiiT I'aper While nar'dssi for 

 shipment to market.' K. li. J'i--Mich. 



* 111 and lie in buiKlies of tw Mity-five 

 s|iikes with some foliage at b.ack. Make 

 tlie bunches flat at back. \':ic some 

 white paper to separ.ate each bunch. 

 Rather shallow ship|iing boxes, holding 

 single layers, ;ire preferred. C W. 



