

FLOWER VALENTINES 

 FAST-GROWING VOGUE 



(iruirni<i < (uh !f((ir in iiii porhtiict to flunsts. St. \'(tl( iilini 's daij prom- 

 is( s Id Ih (I iinich-feoiurrd crcnt in th( trade's sales this f/car. What has 

 h( ( II (JiifK 1)11 others irill furnish hints to those planniiu/ their irajis of pro 

 iiio'iiifi hiisihess for Fthruarj/ if. 



11 !■; 1)11 (' ii,{ \ ill t lir year 



Tvvlirii tiorisis li;i\i- ;i clear 

 ticlil aihl lia\i-, or (■(luM 

 lia\r, ]ir,'ic-l ii'a II y nci i-uiii 

 |ictit iiiii i-s St. X'ali'iit iiif '^ 

 ilay. Tlir I'ra-dii i-- that 

 tlii- ilay (Iciixi-N its dripiii 

 ami olisi r\ aiicc froiii lu'art 

 iiitciTst, .•iii'l hearts ainl 

 lii>\\ir~ an- --ci well iiii- 

 pres.seil on tlii' iiiiinl nt' the |iiililie as 

 li.'iviiiji iiiseparalile as-dci.-i i inns that it 

 merely re<iiiires a little annual reiiiinil 

 iii<r to make hiiveis diil dl' lieliex-er^. 



fll tile cihl (la\^ ef l-'niieh eliivaliv it 

 was a eiistdiii aiiKiiii; tlir peasantry that 

 a yiiuiiii man hetrnthed (Hi the first Sim 

 'lay in liCiit must ^ivc tin' vmiii^ wnniaii 

 111' his affeetiens a jireseiit i>r an inter 

 taintneiit liet'ore iiiiil Lent, iiieler I'l'ii 

 allv (if' having tin hetrothal a iiii ulleil. 

 This, |iri)lialily , is tlir nrij^in I't' the \al 

 iiltiiie ;^it't. 



Past and Present. 



C^nite a .inin|i trnin tlni'i- tn the 

 t';iiiiiliar piece ul' iiihirr.j p.-ipir. with 

 lacy t'rilis ami hearts ami verses pasteil 

 and jirinted on it. that modern America 

 knows as :i valentine! lint recently 

 modern America h;is tieen leaniiiiii-. .and 

 florists have lieeii dninj; the teachiiii;. 

 The lesson is tli.at the only real \alen 

 tine is m.ade et' tlewers and that no )ier 

 ^on c;in he too i;riiwii np or dignified to 

 send one. Moreover, the idea is oi;idu 

 ally s)ire;iilin<: that it is the liest taste 

 to ''S;iy It with l-"lowers ■ ' on lliis ]i;ir- 

 tirul.-ir d.ay. The iiiil\- |Missil]l,. cdiniiet- 

 itur ol' the d;iinty Idoiini. the liox of 



Violets Tor 

 Valentine s Day 



February 14tK 



Ui« Penn H»rt Shaped Box 



r.-i-i - I ,1 \ . iM 



54 



CO 



tiio coarse 



ale ill the liest taste. ()nci' ht tins i.ie.a 

 lieconie tixed in the mind nl' Voiinj: 

 .\merica. .-ind the day is t'nim tloiicr 

 I'ortli t he tlorist> ' own. 



K\eryiine knows .alxnil i^l . \alen 

 tine's day. It' he has I'iiri;iit I en his 

 >olltht'u! experiences, he is reminded 

 each ye.ar liy the ;iil\ ert isement s. Few 

 are the niisojrvnists wlm will not .a^ree 

 chociihitcs, is. this .lay at h;ist, mu.h that it is n diiv when sw e.-t lu'arts and 



wives should l>e' reiiiemhei-ed. All lli.at 

 is needed is the final jmnch 'n make 

 buyers out of the hushands, ]iiescnt,:iiid 

 prospective. E\'erybody lo\es someone, 

 so ])syeholo{;ists say. If eaidi bond ni' 

 affection in the United State- me:iiit mie 

 flower valentine, think nl' the nninber nt' 

 su<di tiikeiis that would be purchiised 

 every J'oiirteeiifh day of Fehruary. 



The iinport.'ince of this day lia- be- 

 come recoi^nized. \e:ir bv \e:ir, liv the 

 trade all o\-er the countrv, ,i,s m.-.v be 

 seen in the iiii-re.ased ad\erti-iiie .and 

 sp(>cial window disphays prep.-ii-ed for 

 St. \;ilentine's day trade. Some discus- 

 sion of met hods that lia\i- ..;oi leisiness 

 in jiast years may be heljil'ul to ret,;iiiers 

 who .are pl.annine to make a t'l'.itnre of 

 flower \alentines this \i';ir. 



Displays and Advertising. 



nf loius, , iheie :iie two (dnioUs w.'iys 

 to encoiir.i e,. liu\iiie. window disphays 

 .and newspnper ad \ert isiiit;. liotli h.ave 

 been used extensixeiy in 'he past and 

 indications :i re tli;il this ce.ir will s.a 

 inure of them than e\er liefmi.. l-Jut 

 few retailei's ia\ali/e that 'he two ;ir<' 



intimately eoimecteil. .\lo-,t neusp.-lper 



•advert isiiii; is ineiadN ,a n etfori 'o je- 

 ■"hiwers, .and llnwers onlv. |„i„,i ,),,, ,„|i,|j, t|,:it St. Valentine's day 



is at h.aiel. .\losi window lisphavs are 

 merely exhibitions ot' scason.ible blooms 

 with decorations ot' hearts .ind pretty 

 t'aces in the li.acdsi^Toimd. Of eourse, 

 this is efi'ectixe in a wav, but :i eert.ain 

 punch seeius l.ackine. 



Suppose that a lloiist wished to :(t- 

 tr.ai-t attention to some particiil.ar stock. 

 It a photoov;i pli ,it' liis window dis|ilay 

 Were printed in the d,ail\- le'wspaper 



CP, 



<iPc 



T:;^j£^7»'lty 



124 Trrmonl Sllrrl 



Featuring a Valentine Special. 



Attractive St. Valentine's Day Novelties Drew the Eyes of Passers Toward this Chicago Florist's Windc 



