44 



The Florists^ Review 



Kmbkuakv 16. 1922 



ruary 11 the deluge began. Rhiiiebeck 

 growers who had been sending 2,000 

 a day sent five to seven times that many 

 and numerous shippers who had not 

 been lieard from this season cacli sent 

 a few boxes. It was the same thing 

 Sunday and Monday Wholesalers who 

 had expected 10,000 to 20,000 violets 

 received 50,000 to 100,000, or more. 

 Coming witliout prearrangcment, it was 

 impossible to get anything like quoted 

 prices for them even if they were good, 

 whicli many were not. Many could not 

 be sold at all, as it was too cold for the 

 street salesmen to work. Growers who 

 got 50 cents per hundred should con- 

 sider themselves lucky — and next time 

 give the wholesaler several days' notice. 



Pushing Valentine's Sales. 



Every florist should be interested in 

 the advertising the retailers do in the 

 daily papers, because it means business 

 for all of us. When flowers are attrac- 

 tively conspicuous in the daily papers it 

 not only means increased demand on 

 the advertisers, but to a certain extent 

 on everybody else in the trade. 



The larger retailers did their part for 

 St. Valentine's day. With the advertis- 

 ing of the Allied Florists' Association, 

 the retailers made a big showing for 

 flowers in the principal morning paper 

 February 13, as follows: 



AdvertiBer. Lines display 



Alliod Florists' Association l.'JSO 



Klelsoliman Floral Co 000 



John Mangel & Co 400 



A. Jjinffe 400 



• ieorcc Wiltt)<)ld Co 175 



Henry Wittbold & Son l.">0 



Total 2.97.') 



As 2,400 lines is a page, the trade oc- 

 cupied about a page and a quarter of 

 space that day. 



Always doing things a little differ- 

 ently from the others, George Wien- 

 hoeber ran his ad February 14, using 200 

 lines. The same morning the Allied 

 Florists' Association also followed up 

 with 350 lines. 



Tliis was only the advertising done in 

 what the trade has come to regard as 

 the most effective paper, but the other 

 papers got a little of the business, as 

 usual. 



Many florists think they can not use 

 the newspapers of city-wide circulation, 

 but patronize the neighborhood papers. 

 The Uptown Times, distributed on the 

 north sidc», carried a full-page flower 

 ad for St. "Valentine's day, signed by the 

 following: 



AnRel Gnardian Florist, 2001 Devon avenue. 

 Hoyar's Flower Shop. ,5004 Sheri<lan road. 

 Kroad-Carm Flower Shop, 5017 Itroadway. 

 Clody'R Flower Shop. .3900 North Clark street. 

 .Mbert Hall, 4011 Sheridan road. 

 Schiller the Florist, 4.109 Itroadway. 

 Swanson the Florist. 097.3 North t:iaik street. 

 Stollery I?ro8., 4540 Itroadway. 

 IJoKery Florist. C972 North Clark street. 



In the aggregate, flowers probably re- 

 ceived more advertising than ever be- 

 fore for St. Valentine's day and, while 

 it was not like Christmas, the retailers 

 all did a good business, amply justifying 

 the effort made. 



Ferns Spoiling by the Million. 



In last week 's notes there was com- 

 ment on the task confronting wholesal- 

 ers, several of whom have 3,000,000 to 

 4,000,000 ferns in cold storage, keeping 

 poorly. This was followed by news that 

 one of the Massachusetts shippers al- 

 ready has dumped 1,000,000. Brague & 

 Son have notified their Chicago custom- 

 ers of an advance in price of 25 cents 

 February 15 and another advance of 

 50 cents March 1, stating that in Janu- 



Our 5 Big Leaders 



CARNATIONS 



BULB STOCK 



An Abundance of Stock 

 Excellent Quality Lower Prices 



Current Price List 

 ROSES 



Premier, Columbia, Raaaett, Cruaader Per 100 



Short i 6.00 $ 8.06 



Medium 10.00 12.00 



Long 15.00 20.00 



Extra long 25.00 



Ophelia, Sunburst, Hearst, Maryland, White KiUamey 



Short -^ 6.00 



Medium $ 8.00^10.00 



Long 12.00 15.00 



Extra Long 20.00 



Milady, Hootier Beauty, Montroae ^ 



Limited Stock 



Short $ 6.00 $ 8.09 



Medium lO.OO 12.00 



Long 15.00 20.00 



CARNATIONS 



Fancy Assorted $ 4 oo 



1000 lots $30.00 



SWEET PEAS $ 1.50 2.00 



1000 lots 10.00 15.00 



VIOLETS, home grown 75 1 00 



CALENDULA 4.00 6 00 



PAPER WHITES 600 



JONQUILS 6*00 



TULIPS 5.00 6.00 



FREESIA 6.00 



VALLEY 6.00 



PUSSYWILLOWS 4.00 



SMILAX per doz,, $2.00 to sioO 



BOXWOOD, dwarf Baby and Bush 50-lb. crates, 12 50 



ASPARAGUS and SPRENGERI per bunch. $0.35 to 50 



OAL.AX, Bronze and Green Per 1000, 2.00 



SUBJECT TO MARKET CHANGES. 



A T. rvfeirS ^mpa igy-- 



Oar Motto: "Nothing too much trouble to please a costomcr.** 

 L. D. Phone Central 3373 164 N. Wabash Ave., CHICAGO 



