14 



The Florists' Review 



December 23, 1920 



flowers. Ornamental baskets and Christ- 

 mas wreaths also added to the effect. 



Durham had a population of 25,00(1 

 when the first flower store opened in 

 that city in 1917. J. J. Fallon, of Lyiicli- 

 burg, Va., opened the store October 1, 

 with Mrs. N. W. Cobb as manager. .lust 

 two years later, in October, 1919, W. 

 M. Doyle, Jr., became associated with 

 Mr. Fallon and today the concern is 

 known as the J. J. Fallon Co. A view of 

 the interior of the store ai)])eiirs on llie 

 preceding ]iage. 



HOW OTHERS HELP US. 



Slogan Brifigs Aid. 



"Nothing succeeds like success," said 

 the successful financier. The latest ex- 

 jimple of how successful success may be 

 is the most famous trade slogan in 

 America, ' ' Say It with Flowers. ' ' That 

 slogan is a success. When it was first 

 put in print, it attracted immediate at- 

 tention from the trade. Before long it 

 attracted much attention from the pub- 

 lic. The business world in general for 

 some time tried in various ways to 

 "get in on the eats." The public was 

 advised to say it with chocolates, candy, 

 jewelry, or anything else that seemed 

 appropriate. The mayor of Baltimore, 

 Md., went so far as to suggest "Say It 

 with Oysters," to advertise that city's 

 distinctive industry. 



The recent advertising campaigns in 

 daily newspapers, the holding of "Say 

 It with Flowers" weeks at various 

 cities and the display of the slogan 

 prominently in every florist's window 

 have won the battle. The slogan is in 

 no more danger and belongs to the flo- 

 rists for good. Moreover, several in- 

 dustries, in advertisements, quote the 

 florists' slogan in order to attract at 

 tention to their wares. 



Iceman Lends Hand. 



The advertisement of the Knicker- 

 bocker Ice Co., reproduced on this page, 

 which appeared in all the New York 

 papers recently, is an excellent example. 

 In order to benefit in any way from the 

 much advertised slogan, this firm was 

 forced to give as much publicity to tlie 

 florists' trade as to its own products. 



The ice company is not a»soUtary ex- 

 ample. A haberdashery store, one of a 

 large chain of thi^ Brill Bros, stores, 

 recently enlarged itg> quarters on Broad- 

 way in New York city. A sign twenty- 

 five feet long over the entrance read: 

 "We 'Say It with Flowers.' Welcome 

 to our additional floor." And they did 

 "Say It with Flowers." Max Schling 

 said it for tliem, anyway, with the ef- 

 fect sliown in the illustration on the next 

 page. The sign was 9x25 feet and the 

 letters were made of single beech leaves. 

 The flowers used were bronze chrysan- 

 themums and Jap lanterns, or Physalis 

 Franchetii. The flowers were replaced 

 with fresh ones several times during 

 the period of the official opening of the 

 new quarters. How much publicity sucli 

 a display gives the florists' trade may 

 be imagined by the reader from the il- 

 lustration. Such advertisements are 

 florists' advertisements pure and simple, 

 with somebody else paying the bills. 



Serves as Sermon Text. 



The slogan is so well known, indeed, 

 that even clergymen make reference to 

 it in order to attract attention to their 

 subject. "Say It with Flowers — Not 

 always," was the title of a sermon pub- 

 lished in the Christian World, of Cleve- 



land, O., recently. The sermon, after 

 referring to the fragrance of the mes- 

 sage flowers bring to the sick room, con- 

 tinued: "Some essential portions of the 

 gospel cannot be 'Said with Flowers.' 

 Other parts of the gospel cannot be said 

 without flowers. A flowery preacher? 

 Every preacher should be that at times. 

 If he speaks truth truthfully, he will 

 sometimes ' Say It with Flowers. ' ' ' 



So surely and thoroughly has our 

 slogan become a part of language and 

 life that by its use, constantly and in 

 many places, other businesses and other 

 ])rofessions are advertising for us. 

 Verily, our national publicity campaign 

 performed its task well in providing 

 florists with this slogan. 



CLEVELAND, O. 



The Market. 



Market conditions last week were 

 rather poor. Business has been drag- 

 ging in al; lines, and the consensus is 



' Say it 



with Flowers" 



Everybody loves bouquets — of 

 flowers or kind words. A kind 

 word bouquet sent to Knicker- 

 bocker says that a patron riding 

 down Fifth Avenue noticed Knick- 

 erbocker Ice Wagons in front of 

 three flow^er shops. The patron 

 thinks Knickerbocker, in keeping 

 flowers sweet and fresh, plays an 

 important part in "Saying it with 

 Flowers." 



To keep your flower "mesnage" long 

 repeating its sweet story, put a piece of 

 Knickerbocker Ice into the vase daily. 

 Knickerbocker is absolutely pure — a fit 

 associate for the flowers. 



Knickerbocker 



I c E 



Company 



Here's How the Iceman Helps Us. 



that business this year is too uncertain 

 to put in heavy stocks. Retailers hesi- 

 tate to buy this year because of the 

 steady increase- in the number of unem- 

 ployed, which directly affects the mar- 

 ket for flowers. Because of this uncer- 

 tainty, retailers are at a loss to know 

 what to buy and in what quantities. It 

 is generally believed that a last-minute 

 rush will mark the closing of the Christ- 

 mas day trade. Stock of all kinds, with 

 the exception of roses and carnations, 

 has been moving slowly. Reports from 

 the retailers state that Christmas sup- 

 plies are selling better than cut flowers 

 at present. A shortage in variety, as 

 well as in quantity, is the market report 

 on staple lines. 



Various Notes. 



John Dunstan, of Niles, O., was a re- 

 cent visitor in this city. 



The Riverside Florists Co., of West 



Park, has recently been incorporate : 

 with a capital stock of $100,000 by Mr 

 Rose Kirchiier, Miss Gollette Kirchne 

 Frank Kirchner and M. Artfa. 



Mr. and Mrs. Stockhouse, of Minerv; 

 O., left orders with several wholesalei 

 for Christmas stock while on a recen 

 visit in this city. 



J. R. Cowgill, of Canton, was a visito 

 recently, as was H. A. Cook, of Oberlii, 



W. A. B. 



DENVEE, COLO. 



The Market. 



Local business during the last weel^ 

 felt little or no effects of the cominj^ 

 holiday. Few advance orders wen 

 taken and business for the most pan 

 has not been particularly brisk. How 

 ever, shippers report better business 

 than last year at this time. Green oi 

 the spruce variety is scarce, according; 

 to reports. 



Various Notes. 



Mr. Hodding, of Salida, Colo., was a 

 visitor last week. 



Fred Maler has been cutting splendid 

 orchids this winter. At this early date 

 he is practically sold out of pot plants. 

 Clyde Bilegle, who is affiliated with Mr. 

 Maler, has returned with his wife from 

 a short trip through Wyoming. 



Adolph Konesny is cutting fine car- 

 nations and sweet peas. Daniels & 

 Fisher Stores Co. is using his entire cut. 

 Mr. Konesny has a contract to supply 

 the bedding stock for Mount Olivet 

 cemetery next spring. 



The death of Jacob Boxer, manager 

 of the Central Floral Co., is noted in the 

 <tl)ituary column in this issue. 



Mr. Lewis, of the Columbine Floral 

 Co., died recently, following a lingering 

 illness. He was one of the older mem- 

 Ikts of the trade, having been in busi- 

 ness for about twenty years. 



E. E. H. 



INDIANAPOLIS, IND. 



The Market. 



Stock for Christmas is scarce. Prices, 

 .'IS usual, are high, but not so high as 

 had been anticipated. 



The dark days have caused a short- 

 age in carnations and sweet peas. Car- 

 nations have been bringing $8 and $10 

 j)er hundred, but are ranging from $10 

 to $15 for Christmas. Roses are far 

 from plentiful and are quoted at from 

 $12 to $40 per hundred. Paper Whites 

 have been abundant, but move slowly at 

 $4 and $6 per hundred. The holiday 

 price will probably be $8 and $10 and, 

 because of the shortage of other stock, 

 these may be in greater demand. Stevia 

 has also been appearing in large quan- 

 tities, but meets with a better sale. 



A few good and some inferior chrys- 

 anthemums are still seen, but they are 

 not moving rapidly. Orchids and val- 

 ley are available, but high in price. 

 The latter is bringing $15 per hundred. 



Bouvardia is a newcomer to the mar- 

 ket and brings $1.25 per dozen. Holi- 

 day dances and parties will cause these 

 smaller flowers to be in greater demand 

 than heretofore. Calendulas are also in 

 evidence and are popular for corsage 

 work. Artificial stock has been in good 

 demand. The Christmas made-up work, 

 such as baskets, wreaths, etc., is not in 

 unusual demand, although some of the 

 more elaborate pieces have been selling. 

 The various department stores, drug 

 stores, etc., have some baskets and 



