26 



The Florists^ Review 



December 30, 1920 



ffl 



EBtabllshed lHff7, 

 by a. L Grant. 



Published every Thursday by 

 ThU F|X)HISTS' PUIJI.ISHINCJ Co., 



600 560 Caxton BuUdinK , 



608 South Dearborn St., Chlcaifo. 



Tel., Wabash 8195. 



Recrlstered cable address, 



Florvlew, Chicago, 



Entered as second class matter 

 Doc. 3, 1897, at the post-oftice at Chi- 

 cago, 111., under the Act of March 

 3,1879. 



Subscription price, $2.00 a year. 

 To Canada, $3.00; to Euroi>e, $4.00. 



AdvortlslnK ratos quoted on 

 request. Only strictly trade ad- 

 vertising accepted. 



■ ' ■ ■■■■■■■■■ -■■■■■'y>tf> 



RESULTS. 



We give them. You get them. 



"We both have them. 



Happy New Year! 



William F. Gude celebrates his fifty- 

 third birthday January 4, 



Only six weeks till St. Valentine's 

 day and then six weeks till Easter. 



Social activities presage an excellent 

 New Year's business to complete a most 

 satisfactory holiday season. 



Complaints of high prices of cut 

 flowers were most prevalent in localities 

 where counter trade was formerly heav- 

 iest. 



Richard Vincent and his estimable 

 and widely known wife celebrated their 

 fifty-third wedding anniversary at White 

 Marsh, Md., December 26. 



Charity, runs the adage, begins at 

 home. And so, we might remember, does 

 education of the public in floral decora- 

 tion. How about your store? 



Acknowledge receipt of telegraph or- 

 ders promptly. A 1-cent post card is 

 enough to reassure the sending florist 

 of the correctness of telegraphic trans- 

 mission. 



Ready-made advertising has been 

 found by florists in the verses, "Give 

 Them the Flowers Now," by Leigh M. 

 Hodges, which several have reprinted 

 from Joe Mitchell Chapell's "Heart 

 Throbs. " 



Thrift docs not mean saving, but 

 spending and spending wisely. The 

 thrifty grower is lie who knows when to 

 spend largely in order to get large re- 

 turns. Unwise saving is as wasteful as 

 prodigal spending. 



Those little 1-inch ads in the Pink 

 Part are constantly attracting more re- 

 tailers, because $1.25 a week is easily 

 recompensed by the telegraph orders re- 

 ceived. Nearly 700 florists arc repre- 

 sented in that section this week. 



Almost a year ago the King of the 

 Belgians bestowed upon Sir Harry J. 

 Veitch the cross of Ofiiccr of the Order 

 of the Crown in recognition of his serv- 

 ices in connection with the war horticul- 

 tural relief fund. He is now the recipi- 

 ent of the cross of Chevalier of tlie Le- 

 gion of Honor from the President of 

 France. 



Growers of high quality stock complain 

 the least of a poor market. 



There is no better rule of business 

 conduct than the golden one. Apply 

 it in the matter of answering inquiries 

 and Complaints as well as in filling orders 

 and paying bills promptly. 



Once in a while forget you 're the pro- 

 prietor and walk into your store or your 

 greenhouse as if you were a critical 

 stranger. Sometimes you'll see things 

 that way you never noticed before. 



The "Own Your Home" and "Home 

 Beautiful" exhibitions offer opportu- 

 nities during the spring for florists to 

 present their wares to the public by co- 

 operation with local furniture houses. Do 

 you know when the show is to be held 

 in your cityf 



DETROIT, MICH. 



Subscribers Please Answer. 



The buildings in the city of Detroit 

 are being renumbered. The change in 

 numbers is likely to result in some con- 

 fusion in the delivery of mail. If sub- 

 scribers will notify The Review of their 

 new street addresses, the papers will 

 promptly be mailed to the new numbers. 

 Send your new address today and avoid 

 delay in receiving The Review. 



NATIONAL QBO WEBS' MEETING. 



The National Flower Growers' Asso- 

 ciation will hold a meeting in Wash- 

 ington, D. C, Thursday, January 27. 

 The meeting is scheduled for 1 p. m., 

 following a midday recess after the 

 second session of the American Carna- 

 tion Society meeting. 



The meeting is open to all growers 

 and it is believed there will be a large 

 attendance. However, only regularly ac- 

 credited representatives from the perma- 

 nently organized district locals will have 

 the privilege to vote. Those who will be 

 eligible are representatives from the 

 New England, Chicago, St. Louis, Mid- 

 West, Western New York and Cleveland 

 locals. 



The principal matters for considera- 

 tion at this meeting will be the final 

 adoption of the constitution and by- 

 laws, and the election of oflicers for the 

 ensuing year. The work of national 

 publicity and the part the growers ex- 

 pect to take will be discussed at this 

 meeting. Plans will also be laid for the 

 further organization of districts. 



WHY SHOULDN'T THEY BE? 



An English contemporary makes the 

 following statement: "It has been es- 

 timated that $45,000,000 arc spent on 

 cut flowers every year in the United 

 States of America. American florists 

 are dissatisfied, however, because they 

 find $50,000,000 are spent on chewing 

 gum during a similar period." 



SETTING THE FASHION. 



One of Henry Penn's best stories, so 

 far as the moral to florists is concerned, 

 is that of the woman customer who in- 

 quired of a salesman in a jeweler's store 

 if scarf pins were in vogue. Upon his 

 declaration that they were, she re- 

 marked that he, who ought to be in ac- 

 cord with latest jewelry style, wore 

 none. 



Mr. Penn's moral is that florists 



should set flower styles, and if thov 

 would have other business men wear 

 boutonnieres, florists should themselvig 

 wear a flower on their coat lapel, cf- 

 pecially in their own stores. Many of 

 the trade are cateful to do this. Many 

 more might be. 



IN BUSINESS WINDOWS. 



Walking down a business street re- 

 cently, an observer noted flowers 

 — live flowers, not artificial — used ia 

 the decorations of six windows. They 

 were those of a milliner, a tailor, a res- 

 taurant, a novelty store, a phonograph 

 shop and an automobile salesroom. That 

 was an exceptional street, but it indi- 

 cated what might be done to develop a 

 steady, year-around trade.- 



It is to be noted that this was in the 

 month of December, when there was no 

 glut of fiowers. These blooms were not 

 gifts to the store proprietors; they were 

 paid for in hard cash by business men 

 who estimated that their decorative 

 value was worth the price in attracting 

 trade. 



In various cities retailers alive to 

 their opportunities have built up a re- 

 spectable addition to their sales by do- 

 ing missionary work among their busi- 

 ness neighbors. The standing orders 

 for so many dollars' worth of flowers 

 each day or each week are easy to han- 

 dle and therefore lucrative. With slight 

 effort every retailer could add a little 

 to his profits in this way. 



' 'BETTEB AMEBICAN HOMES." 



We, as florists, have a direct interest 

 in the success of every movement for 

 the betterment of home life, as each 

 step in that direction brings new cus- 

 tomers into our stores. Also, we are 

 interested when some other industry 

 follows in our footsteps, as the furni- 

 ture trades ' associations are doing. They 

 have just organized for publicity pur- 

 poses and are preparing to launch a 

 campaign with "Better American 

 Homes" as the slogan. We wish them 

 success, but at the same time we con- 

 gratulate ourselves on our own great 

 good fortune in possessing that un- 

 matchable slogan, "Say It with Flow- 

 ers." Our furniture friends are a long 

 way from equaling that. 



STILL AT THE OLD STAND. 



Times may change, but the helpful 

 qualities of The Review are altered only 

 as they improve: 



We pass the money as plensnntly as possible. 

 Here It Is. The Review is Indispensable to us. — 

 ("isoo Floral Co., Cisco, Tex., December 20, 

 1920. 



When a trade paper is considered in- 

 dispensable by its readei^ there is no 

 question of its usefulness to those who 

 have things to sell: 



The Classified ads have done fine work this 

 season.- — Huko Kind, Hammonton, N. J., Decem- 

 ber 17, 1920. 



The ads In The Review sure bring results. — 

 R. J. Rasmiiasen & Sons, Marlette, Mich., Decem- 

 ber 20, 1920. 



Wo had wonderful results from our ads In the 

 Classified section. — Lakewood Greenhouses, Min 

 neapolis, Minn., December 17, 1920. 



Have been busy retuminR checks, as one 

 insertion brought us more than enough orders 

 to clean out our stork. We sure can speak 

 a good word for advertising In The Review. — 

 Raxter Floral Co., Baxter Springs, Kan., Decem- 

 ber 18, 1920. 



If you hear a man complain of the 

 cost of advertising you can be pretty 

 certain he spends a good bit of money 

 elsewhere than in The Review. 



