36 



The Florists^ Review 



Decbmbbb 15, 1921 



advortising copy this year, all florists 

 should use this idea more strongly than 

 most of them have in the i)ast. 



Taking them by and large, it is 

 prol)able that the majority of purchases 

 of flowers and plants at Christmas time 

 are not made as really Christmas gifts. 

 Many customers purchase them for their 

 own homes. The housewife buys them 

 for her Christmas decorations. The hus- 

 band frequently orders something sent 

 home, but more in the spirit with 

 which he orders an Easter plant than 

 in the spirit of buying a Christ- 

 mas gift. Gifts of flowers are sent at 

 Christmas, of course, by tlie young man 

 to liis sweetheart, though not in so 

 many cases as miglit be, and he usually 

 gives lier something else as well. Of 

 course, the well-to-do send to the florist 

 a list of friends to wlioni obligation is 

 felt, witli instructions that so much 

 worth of flowers be sent to these and so 

 much worth to others. But in none of 

 tliese cases has the florist seriously en- 

 tered into competition with the so-called 

 gift sliops — the .iewelers, the confection- 

 ers, the booksellers, the art sho])s and 

 the department stores, with their myriad 

 offerings for expressions of the Clirist- 

 mas sentiment. 



Surely no tokens from these other 

 places carry the holiday greeting, no 

 matter how deeply it may be felt, better 

 than do flowers. Few of them, if any, 

 arouse any kindlier feeling in return. 

 Certainly none are more universally wel- 

 i-omed with pleasure and gratitude. 

 Tlierc is no ]>erson to whom a i)lant or 

 a basket of flowers is not an appropriate 

 gift. Men do not often receive them, 

 but that is not because tliey do not ap- 

 l)reciate them when they do. Indeed, 

 tlie field that presents itself for tlie in- 

 crease of tlie sale of flowers for gifts at 

 Christmas is tremendous. It has scarcely 

 been scratched. Tliere need be no ])er- 

 ])lexity as to what may be sent a friend, 

 no matter liow close or liow formal, or 

 wliat may be given a relative, no matter 

 wliat the kinslii]), if a person will but 

 bethink him of the florist. The variety 

 to be found in the flower shop is sweep- 

 ing; the price range is broad. All tastes 

 may be suited; all pocketbooks may be 

 accommodated. Truly tlje florist has a 

 wonderful sales slogan at this season: 

 "Flowers Make tlie Best Cluistmas 

 Gifts." 



NEW YORK GREENS MARKET. 



"A feature of the holiday greens 

 trade,"' says a review of Christmas 

 greens in tlie New York j)roduce 

 market, ''is tlie use of artificial ))erries 

 in liolly and liolly wreaths because of 

 nature's lack of the usual (luantity. 

 Owing to frost last s])ring and an 

 iinfavor.able summer and fall, nearby 

 holly is not up to its usual standard and 

 the far southern sections, like Alabama, 

 are discriminated against l)ecause of 

 liigh freiglit rates, tlie freiglit on crates 

 now being .-r^;!, against $1.7.") in former 

 years. Artiticial iierries liave ju'oved 

 more than satisfactory, as, in fact, they 

 <-aii hardly be detected from the original. 

 Cases of holly stdl at .$5.50. Domestic 

 mistletoe is bringing $8 a ease, or a 

 little more than usual. Laurel rope goes 

 at 4 cents a yard and pine rope, accord- 

 ing to the (iiiality, '.>\-> cents to 15 cents 

 a j'ard. Pine iieetlles, more or less of a 

 novelty in this market, are selling at 

 $12 per hundred. Holly wreaths arc 

 quoted at $2 to $5 per dozen for IG-inch 

 and $2 for 10-inch sizes." 



ADVERTISING HINTS. 



A short, snappy advertisement con- 

 spicuously placed will quickly catch the 

 eye of prosj)ective buyers in these days 

 of high Christmas spirit. A small card 

 suitable for mailing or liand distribution 

 is one method used by the Ada Green- 

 house, of Ada, Okla. This advertise- 

 ment will attract a great deal of out- 

 of-town business because it conveys in- 

 formation useful to every buyer of 

 flowers. It also suggests an easy and 

 efficient means of remembering loved 

 ones away from home. The card con- 

 tains a cut, which represents a window 

 in a family residence decorated with a 

 basket of roses and ribbons, and a ber- 

 ried wreath with a neat bow of ribbon in 

 its center. The following is quoted from 

 the advertisement: 



It is ensil.v possible to liave joiir groetlngs 

 of flowers or blooming plants delivered promi)tly 

 in fur Hway plates on (Uiristmas morning. 



Merely tell us the addresses, even though in 

 foreign countries, and rest assured of the re- 

 ceipt of your gifts in nil their freshest beauty. 

 Simply 'phone 449. 



SUCCESS. 



A short time ago, in listening to an 

 address, I was somewhat affected by a 

 remark of the speaker, who said, "Suc- 

 cess is not made by lying awake at 

 night, but by keeping awake in the day- 

 time. " And then and there I was re- 

 minded of how much this affects the 

 business we love well and yet do so lit- 

 tle for toward elevating our standards, 

 as do other lines. 



We can give more credit, however, for 

 the progress made during the last few 

 years, as against former years, to some 

 force; what it is we shall leave to your 

 own imagination. And if such be the 

 case, is it not worth while encouraging, 

 so that more success and more progress 

 will come in like proportion? Does it 

 deserve keeping awake in the day-time 

 for? And if so, surely th;e evidence will 

 be forthcoming. What the need is, we 

 shall leave to the conscientious thinkers 

 who ultimately reap the benefits. 



Henry Penn, 



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FOREHANDEDNESS 



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INSTRUCTING THE CLERKS. 



At Christmas time the retailer finds 

 it necessary to add to his force a number 

 of inexperienced hands in order to 

 handle the customers who crowd his 

 store. They are frequently looked upon 

 as a necessary evil, for their mistakes 

 are frequently costly and their ,iudg- 

 ment is not of the best, nor their skill in 

 handling plants and cut flowers calcu- 

 lated to limit waste. If the florist can 

 })ut on the extra hands a few days early, 

 he is able to give them some special in- 

 structions before the time of heaviest 

 rush comes. Often, however, the florist has 

 no time for such "cramming." To take 

 the place of personal instruction, a type- 

 written or printed sheet of instructions 

 is sometimes prepared by a florist. A 

 copy of this is given to the new hand and 

 he is told to study it whenever he has 

 a moment of leisure. If the inex- 

 perienced hand has forced upon him the 

 necessity of following such instructions 

 to the letter, a great many petty mis- 

 takes and most of the expensive ones are 

 eliminated. For the benefit of the 

 florists who have not been in the habit 

 of i)reparing such instructions, a copy 

 of those handed out at holiday time by 

 G. R. Clark, of Scranton, Pa.', is given 

 below. If you have no such instruction 

 sheet, cut this out and pin it up in a con- 

 s])icuous place and tell the new hands to 

 read it. 



Eaeh rierk who sells goods must have a rash 

 sheet number. 



Kach clerk must put this number on every 

 tag or package tliat is addressed to send out 

 for delivi'ry. 



Kacli tag or package is to be plainlv addresse.l, 

 stating when, where and to wIk.ui ti^ be de- 

 livered. Not only the street number, but the 

 location in the cily. If you do not know the 

 Iocati<in. iiiipiire of one of the older clerks or the 

 customer. .Many streets bear the same names 

 and same numbers. This carefulness will pre- 

 vent <onfusion. 



Do not leave a tag or card until it is properly 

 addressed: after writing show if to your cus- 

 tonu'r and be assured you have the right name 

 iind numl)er: this will avoid serious mistakes. 



Don't he afraid to ask reasonabli' qiiestions 



If the article or articles are C. O. I)., plainly 

 mark same ('. 0. I)., with the nmotint, and see 

 positively that the inemoranduin charge is made 

 on the book, preferably by an experienced clerk. 

 Put the book piigo number on the upper left- 

 hand corner of th(! tag or tags to be attached. 

 Kncourage CTcryono to jiay rather than to have 



goods sent C. 0, D., as C, O. D,'s are a nuisance 

 at a rush time. 



In ease of a deliver.v bearing a high street 

 number, always refer to an experienced clerk, 

 and let him take the responsibility as to whether 

 we will deliver there or not. 



When your customer pays, always so mark 

 it on the tag. 



If an order is charged on the book and not 

 C. 0, D., mark your tag "Chgd." This gives 

 your order clearance with the shipping clerk. 



If an order is for a potted plant and requires 

 crepe paper, make the paper covering and tie 

 it to the plant. Ask experienced clerks to dem- 

 <mstrate. Keep your eyes open, and learn how. 



If plant or any article is not priced and you 

 do not know the price, be sure to obtain it and 

 see that such stock is marked. 



When you sell more than one plant or article, 

 so that more than one package is to be delivered 

 to one address, make a circle on each tag or 

 package and inside this, mark how many go. 



Tie your tags securely on the upper part of 

 plants where they can be plainly seen. Use 

 a soft pencil and write plainly and distinctly. 



Each sale must be turned in to the cashier 

 as soon as made. Do not wait until two or three 

 sales are made before turning them in. 



After selling plants, do not leave them stand- 

 ing around on tables or on the floor. Take them 

 to the shipping department. Tliis is imperative. 



Finish with one customer completely before 

 .vou wait on another. Do not become tangled 

 up with two or three. 



Do not sell plants and set them down without 

 tagging, else someone may sell them from you 

 and you will be very much in trouble, for your 

 customer will make it for vou. 



Handle all plants carefullv. If they are 

 taken out and not sold, put them back in place 

 before leaving. It you notice a plant that is 

 dry and needs water, report it at once to the 

 caretaker. 



When you go to the cashier with your money, 

 if ,vou have the even ch.mge, mention the amount 

 and say, "Kiglit," If ynii want change, use 

 this term, "Three out of five," or "Seven and 

 one-half out of ten." Always give vour nimiber 

 in either case. Do not call for change or a sale 

 in any other way, for the cashier will not under- 

 stand. 



Cards should always be placed in an envelope 

 and tied carefully and securely on the plant. 

 Kncourage jMM.pie as far as possible to write 

 their own cards and address the envelope. You 

 then have this to compare with your tag ad- 

 dress. 



He especially careful in handling cut flowers. 

 Do not pnll from the jars and leave out of water 

 those which cling to those you have taken out. 

 Do not break the heads from anv flowers in re- 

 moving some from the jars. Handle with care. 

 Jf cards are to go in, don't fail to imt them 

 in where they will be found as the flowers are 

 unpacked. 



Don't lose your head. Keep cool and never get 

 einbarrasseii. Always be courteous If vou are 

 always polite and gentle you will make your 

 customei- feel at home, as it were, and he or 

 she will probably ask for vou when calling 

 again. In fact, invite them to call again If 

 you are cool and indifl'erent in attention the 

 customer won't want you, neither will anv 'store 

 want yon, .Salesmanship demands every ifaculty 

 for good .vou possess. It is up to you" to make 

 h^s the biggest Christmas the store hag ever 



