Business is to be had — lots of it — this Easter, by those who will go 

 after it. We've the flowers and the stores; go bring the buyers in. 



ROM a host of indications, 



Fthis Easter is ftoing to set 

 the telegraph instruments 

 buzzJTig, engender pep in 

 the retail shops, tax the 

 output of the g'eenhiouses 

 S> ^f^>^^ and hoist "sold out", signs 

 f^fryv^ in many localities before 

 ■— *l the day is over. This con- 

 o' , elusion is not aimlessly 



optimistic, b*ut is based on reports re- 

 garding supply and demand all the way 

 frofh the Atlantic to the Pacific. Bos- 

 ton, New York, Pitts- 

 burgh, Chicago, St. 

 Louis, Kansas City, San 

 Francisco, Seattle — 

 they are all ready for 

 a big business, and al- 

 though a minority fear 

 the possibilities of a 

 glut, a fair estimation 

 of the horsepower of 

 "Say It with Flow- 

 ers" gives the stimu- 

 lating encouragement 

 that the supply will 

 not inundate the de- 

 mand. 



Probabilities. 



It is not possible, of 

 course, to foretell to 

 completeness just what 

 conditions will be when 

 the big occasion ar- 

 rives. Old Sol and J. 

 Pluvius are on the 

 fence and either may 

 leap into the situation, 

 but it will be a peculiar 

 freak if the buying 

 public this Easter does 

 not hearken to the 

 voice of the flowers 

 more than ever before. 

 Everybody celebrates 

 Easter and flowers 

 have always been the 

 appropriate thing at 

 that time. It has been 

 claimed that Christ- 

 mas goes far ahead of 

 Easter in dollars. But 

 the patrons of many 

 florists have not devel- 

 oped the idea of buy- 

 ing so "unsubstan- 

 tial" a gift as flowers 

 at Christmas time; yet 



these same patrons can be relied upon to 

 hear the call of the Ea.ster lilies and 

 plants. 



It is a surprising fact that the almost 

 universal prevalence of "tight money" 

 has had but slight effect on the florists' 

 business. This last year on all the great 

 holidays a large business \v;is done and, 

 chronologically, there is no reason why 

 bad business conditions generally should 

 spoil this Easter for the trade. 



As intimated before, there are those 

 who anticipate, as is their wont, a vast 



Hydrangeas Are More Plentiful and Popular for Easter. 



oversupply, a languid demand and a 

 consequent drop in prices that will 

 swamp the profits. But when it is all 

 over, they will say, "I told you so," in 

 any case. Hopefully, the great prepon- 

 derance of the trade comes nicely within 

 the class of cooperators — those who fol- 

 low the faith that they will get out just 

 what they put in and who have had their 

 shoulders to the advertising wheel since 

 last Easter and who are confident that 

 their compensation is ahead of them. 

 Tlie Indianapolis show was a manifesta- 

 tion of their faith. 



At Easter, as at all 

 great flower days, a 

 glut is feared beyond 

 all other evils, and, es- 

 pecially as this is to 

 be a late Easter, the 

 time-worn premonition 

 is shadowing many. 

 Now, a glut, according 

 to Webster, is an 

 * ' overload " or a " sur- 

 feit." In this respect, 

 the trade can be com- 

 pared to the farmer 

 who had a wagon with 

 weak wheels. 



Strengthen Wheels. 



To avoid breaking the 

 faulty wheels, he had 

 either to carry a small 

 load or he had to 

 strengthen those 

 wheels, so that they 

 would hold a large 

 load. The first choice, 

 he wisely decided, was 

 foolhardy, because 

 small loads would ne- 

 cessitate many trips 

 and a consequent ex- 

 travagance in time. 

 The second alterna- 

 tive, requiring some 

 effort on his part, he 

 concluded, would gain 

 tlie most good in the 

 long run. 



The wheels of the 

 floricultural wagon are 

 the public and, logical- 

 ly, the public must be 

 reinforced, strength- 

 ened, educated to the 

 point of bearing the 

 entire output of all 



