JVLX 21. 1921 



The Florists' Review 



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Th* florists whose oaxds appear on the paces canylnK this head, are prepared to fUI ordws 

 from other florists for local delivery on the usual basts. 



FOREIGN SECTION 



ENGLAND 



You can 



"S-y It witfi 



Flowers" to 



anyone in 



the British 



Isles through 



Bees' 



Flower 



Service 



llemben 

 F. T. D. m 



BOLD STREET. 



Steamers 



arriving at or 



leaving any 



port can be 



served at a 



few hours* 



notice 



Members 

 P. T. D. 



LIVERPCX>L 



CABLE ME YOUR ORDERS FOR 



FRANCE 



MARY :: FLORIST 



37 Rue Lapeyrouse 

 PARIS, near the Etoile. FRANCE 



Liverpool, England 



DINGLEYS, Ltd.. Florists 



SHEFFIELD, ENGLAND 

 WILLIAM ARTINDALE & SON 



FLORISTS SEEDSMEN NURSERYMEN 



MANCHESTER, ENGLAND 



DINGLEYS. Ltd.. Florists 



beyond peradventure of a doubt that 

 she is getting the best at the lowest 

 possil)le prices. 



Reduced Bujring Power. 



Then again, the purchasing power of 

 the consumer has been reduced. Divi- 

 dends have been passed and wages have 

 been cut. Many have been thrown out 

 of work, and the aristocratic silk shirt 

 has given way to the cheaper cotton 

 shirt ; cotton frocks are wanted instead 

 of silk dresses, as a result of the dimin- 

 ished spending power of the public. 

 Every buyer, and this means those of 

 formerly more than moderate means as 

 well as those in the poorer classes, says 

 to herself: "How can I get the most 

 for my money?" 



Competent observers in tlie retail 

 field who have given the subject much 

 thought lately have reached the con- 

 clusion that only by arriving at the 

 lowest basis of cost can an establish- 

 ment catering to the ultimate consumer 

 hope to price goods so attractively that 

 (he buyer will be unable to keep away. 



Objects of Study. '' 



Reduced costs mean a thorough 

 study, first of all, of existing conditions 

 in the retail field; secondly, economy 

 of operation, and finally, ability to give 

 the niost for the least. Obviouslv, 



Do They Attract 

 Or Detract? 



Yesterday a hayseed looking chap came in our shop 

 selling chewing gum. He was not an honest- to- 

 goodness seed — just fixed up to look the part, for 

 advertising purposes. 



And he sure did advertise. 



But he advertised that he was an amusing looking 



hayseed, more than he advertised his gum. 



He attracted attention to himself and detracted 



attention from what he had to sell. 



This I proved, after he had gone, by asking the 

 boys what kind of gum he was selling. 

 None of them knew. 

 None of them had bought any. 

 All of which holds its moral. 



Some of us put all kinds of tilings in our windows, 

 from war trophies to ducks, with the idea of attract- 

 ing attention. And they sure do attract it, to 

 themselves. 



But if we are'not mighty careful in their handling, 



they detract from the tlower selling purpose of our 



window. 



A show window is one thing. 



A selling window (juite anothei'. 



To which letlnif add my hearty thanks for the 

 F. T. D. orders you have been .so liberally sending 

 for steamer deliveries. Til not forget to reciprocate. 



New York*s Favorite Flower Shop 



J 



Fifth Avenue at S8th Street 



familiarity with actual conditions will 

 help the florist to introduce methods 

 which will make for the reduction of 

 overhead costs. 



The problem is much more difficult 

 than appears on the surface. The big 

 retail stores of the country have been 

 occupied w^ith it for many months. 

 Since the advent of summer, florists 



have been giving more thought to the 

 matter, in the expectation of devising 

 ways of making the warm months more 

 profitable than in previous years ajjd of 

 establishing whatever changes they 

 find are necessary in time to entgr the 

 autumn on a basis that will make the 

 coming season as successful a 'one aa 

 the last. 



