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HERE COMES THE^ 



DAY OF HEARTS 



5"/. Valentine's Day this year gives florists an opportunity to dispose of. 

 zvhat is likely to be an exceedingly plentiful supply of flowers at that time. It 

 furnishes, too, a means of getting business at a time zvhen, especially this year, 

 sales are none too brisk. 



I 



PPOETUNITY'S knock the 

 second Tuesday in Febru- 

 ary will be heeded with 

 special attention by flo- 

 rists this year. A promi- 

 nent newspaper last year 

 coined the slogan, "1921 

 Will Eeward Fighters," 

 but it appeared that a good 

 many florists reaped an 

 ample reward without doing much 

 fighting for it. This year, however, con- 

 ditions are such that even florists, for- 

 tunate beyond the average business man 

 ill the period of depression, will need 

 to inject some punch, if nothing more 

 militaristic, into their sales efforts in 

 order to maintain the business to which 

 they have become accustomed. Such 

 being the case, St. Valentine's day falls 

 opportunely. The scarcity of flowers, 

 which has been notable in most markets 

 during January, is expected to be well 

 over by February 14. An adequate 



supply of everything a florist may wish 

 to push, will, it is anticipated, be at 

 his disposal. He is, therefore, able to 

 break the post-holiday apathy by di- 

 recting the flower buyer's attention — 

 and the attention of some of those who 

 are not flower buyers — to the desirabil- 

 ity of using this means of celebrating 

 the day devoted to the heart. 



Truly a Flower Day. 



Of all the holidays in the course of 

 the year which add to the florist's prof- 

 its, none, aside from Mothers' day, is 

 so particularly celebrated with flowers 

 as is St. Valentine's day. Of course, 

 the stationers carry in stock the paper 

 messages which appeal to youngsters' 

 tastes and pocketbooks. The frilled 

 and tinseled paper valentines and the 

 colored comics are childhood's intro- 

 duction to a day regarded not less sen- 

 timentally, but more seriously by a 

 considerable number of grown-ups. 



enough so that the day is one of the half 

 dozen most important on the florist's 

 calendar. Of course, the confectioners 

 try each year to draw what business 

 they can away from the florists, by 

 means of specially shaped and decorated 

 boxes of bonbons and chocolates. But 

 this competition will not seriously in- 

 trude itself if the florist, on his part, 

 makes adequate preparation for bring- 

 ing business his way. 



Already some of the leading florists 

 have their messages to the public, that 

 St. Valentine's day is coming, on the 

 billboards along the boulerards. By 

 the time the second Tuesday in Febru- 

 ary arrives, thousands of automobilists 

 will have the day, the red heart and a 

 florist's name fixed so firmly in their 

 minds that they will turn to the tele- 

 phone, or stop at the store, to send 

 flowers as a valentine February 14. 



To keep the day before customers' 

 notice well beforehand, stickers are also 



. a^ 



VALENTINE'S DAr ^li^ j: ^^^■. 

 FEBRUAKY Ulk \ " ^ • 



V-V 





The Surest Arrow in Cupid's Quiver— Flowers 



The Valentine to Her! — the sweetest 

 messenger you can think of— Flowers, 

 so subtly redolent of the « itchery of the 

 truest love— and it will be Her best 

 guess that they have come from Vou! 



Lilies of tht Valley 



Roses Violets Orchids 



Sweet Peas Jonqmls 



Narcissi Carnations 



^our Florist will courteously 

 "»;st you in choBsing vour 

 Valentine of I-lowcW, whether 

 you call in per»n or by tele- 

 pnone. 



c&K^«3^^gto^ "^ 



to *iiy Ui,tn h, ilit v. S. 



These Advertisements Were Used Last Year by the St. Louis and Chicago Florists Respectively. 



