38 



The Florists' Review 



Decbmbbb 15, 1921 



Send a 



Gift of Flowers 



—Blooming Plants or Cut Flowers tastily 

 arranged in baskets 



A GIFT having the distinctive 

 C /\. quality of really pleasing the 

 ^-^ recipient 



It is an ideal Friendly Greeting 

 and an intimate personal gift 

 as well 



Christmas Cheer and Flowers- 

 arc synonymous. 



\ Advertising that Aided Sales in Ctiicago Last Year 



cut flowiTs, Christmas bouquets and 

 Christinas j)lants tliat will liplj) you 

 greatly in filling out your gift list." 

 Here again is the offt-r to relieve the 

 shopper of the trouble of sending gifts 

 to points by sending flowers by wire: 

 "Cliri.stni.-is flowers delivered to any 

 part of the United States or Canada 

 through our t(!legrai>li connection with 

 florists everywhere. We take care of all 

 details for you and save you the uncer- 

 tainty of the holiday mails." 



Probahl^v iiu)r(! advertisements will be 

 seen this year like that used last ('hrist- 

 nias by the C. Kooyman Co., of .San 

 Francisco, Cal. In order to convince the 

 public that flowers were gifts not only 

 upprojiriate but within their means .-is 

 well, a half-page advertisement was 

 used to i)resent a list of prices on flower- 

 ing plants, ferns, wreaths and bulbs. 

 He brought to the attention of the pros- 

 pective customer the fact that mail or- 

 ders would receive ])romj)t and careful 

 attention, something of value to florist 

 and customers at tlu! holidays. 



Presenting chiefly the service which 

 had made the stor(> so famous a one, 

 Siebrecht 's House of Flowers, at Pasa- 

 dena, Ca-l., last year carried in its quar- 

 ter-pafjc advertisement this statement: 

 "Orders ])lared with us any time be- 

 fore midnight Christmas eve will be de- 

 livered Christmas morning with your 

 card and greetings." This j)articular 

 declaration in a florist's Christmas ad- 

 vertisement would surely catch the eye 

 of the last iTiinutc folks. 



In a smaller town large 

 space is not so frequent- 

 ly used by a florist as by 

 bis city brother. Con- 

 tinuous reminder by a 

 series of smaller inser- 

 tions is often preferred. 

 This was true last year 

 in the holiday advertis- 

 ing campaign of Joseph 

 Bancroft & Son, Cediir 

 Falls, la., who have 

 studied the means of ad- 

 vertising effectively in a 

 small town more careful- 

 ly than have many other 

 florists. This series be- 

 gan with an advertise- 

 ment of telegraph deliv- 

 ery service, reading: 

 ' ' When you receive flow- 

 ers from a friend who is 

 far away, they bring you 

 ;i message that words 

 cannot express. They 

 create a feeling that 

 money cannot purchase. 

 We are members of the 

 F. T. D. If we cannot 

 send safely from here, 

 we wire or mail your or- 

 der to our nearest repre- 

 sentative." This adver- 

 tisement was followed by 

 one calling attention to 

 wreaths, holly, greens 

 and ruscus for decorat- 

 ing purposes, material 

 wliich could be delivered 

 in advance of the holi- 

 day. Then came one em- 

 ])hasizing the a[)propri- 

 ateness of flowers as 

 gifts, containing a gen- 

 eral line of Christmas 

 sales talk: "No gift so 

 lovely — none so appro- 

 priate as flowers. Think 

 what they express. They 

 arc a living, breathing message, and the 

 cost is very reasonable." The last of 

 the series quoted prices, ])articularly 

 featuring potted plants, giving prices on 

 poinsettias, narcissi, pepper and cherry 

 plants, Boston ferns, cyclamens, prim- 

 roses, white hyacinths, Easter lilies and 

 ]ialms, together with baskets of assorted 

 ])lants. In this advertisement custom- 

 ers' attention was called to the fact 

 that it was not necessary to wait until 

 ("hristmas time to leave orders to be de- 

 livered for the holiday. 



In these foregoinK advertisements are 

 embodied ideas which can be adapted 

 l»y other florists, if they have not al- 

 ready employed them. This trade will 

 wish to use its best publicity methods 

 in order to sell the stock" which is 

 available to sell and which we want to 

 sell, to make this as profitable a Christ- 

 mas as those of other years. The pros- 

 ]iect, from study of current conditions 

 .•ind present flower sales, seems excellent 

 for a good holiday business for those 

 who ])ut forth their best efforts to make 

 it such. 



BIGGEST ROSE DISTRICT. 



Inspection of sont(> of the princi])al 

 rose-growing estalilishments of May- 

 wood and i'^lmhurst at this time in(ii- 

 cat(>s an abundant supjily of roses at 

 Christmas time. It is estimated bj' those 

 good at figures that more roses are grown 

 in a district inclusive of these two 

 suburbs than in anv similar-sized terri- 



tory in this country. No one has ques- 

 tioned that estimate. 



The J'remier Kose Gardens is still a 

 home of that fine rose of E. G. Hill's, 

 though it does not occupy quite half the 

 space at this range. There are 25,000 

 Russell, 2.j,000 Milady and 45,000 

 Premier. Some of the last named, in one 

 of the big L. & B. houses, cropped es- 

 l)ecially for Christma.s, carry as fine a 

 lot of buds, even as a sheet, as one can 

 find. Many thousand blooms will be 

 cut here within an exceedingly few days 

 at Christmas time. Superintendent An- 

 drew Benson figures the total contribu- 

 tion of the range to the Christmas mar- 

 ket at between 60,000 and 100,000, allow- 

 ing a wide variation for that most fickle 

 factor this autumn, the weather. Two 

 benches of poinsettias are just begin- 

 ning to be cut. They were put in so that 

 space might be had for the grafting 

 frames, the Manetti for which has al- 

 ready arrived. The poinsettias are now 

 an even sheet of red, many two blooms 

 to the plant, on long, sturdy stems. 



Not far away is the Weiss & Meyer 

 Co., wliere nearly as many Premier are 

 grown. The census shows 35,000 of this 

 variety, 18,000 Columbia, 9,000 Ophelia 

 and 3,000 Butterfly. Ophelia will give 

 way to Butterfly next season, not be- 

 cause the variety is not doing well, but 

 just because, since the plants must be 

 changed anyway, it is deemed better to 

 put in the nuwer variety. The foliage 

 on the plants in the big Lord & Burnham 

 house is in splendid condition, and the 

 plants hold promise of a large crop for 

 Christmas. Mr. Meyer, conservative in 

 his opinions, will wait until Christmas 

 week, he says, to count his cut. Two or 

 three score thousand blooms will be 

 shipped, he believes. 



Mention of the growers of roses in 

 Maywood must include the Albert F. 

 Amling Co., since its output is extremely 

 large, the glass area being the largest 

 in this district. The plants have never 

 looked so well as they have this autumn, 

 and the crop for Christmas, which in- 



"Say It With Flowers" 



C ANTA CLAUS has turned florist this 

 •^-year and has given us a host of novel- 

 ties in Cut Flowers, Christmas Bouquets 

 and Christmas Plants that wdl help you 

 gre.-itly in liiling out your gift list. 



Telegraph Your Flowers 



• icliveroil to any p.irt ol 

 Canad.T thr.Pigli our 



('iir;^rrrt.i5 \r\ ii\ . 



till- Ltijtivl St.itc^ 



(cloRrai.h romicrli.in xuth florjvH, cverv- 



uhcrc. \Vc lake cure of all <i,i.i,ls for ymi 



.mil save yon tlir iiiKcrtaiiUy of tlie lioliil,,'. 



ROSENDAIE FLOWER SHOP 



126 JAY ST. OPP. MILES THEATER 



Schenectady Florist Shows Season's Spirit. 



