68 



The Florists' Review 



JUNK l.">. H>22 



THE RETAIL STORE 



A PAGE OF HINTS AND HELPS 

 FOR THE RETAIL FLORIST 



IDEA FOR THE WINDOW. 



.\i;in\- illiist iMtioiis in tlie li;i.:;c'-; (if 

 Till' Keview liavo ;iii espocial value in 

 tliiir ai)jiro|iriat('iu's.s. 'J'liis is )iaiti(Mi 

 lail.v true in tlio sjxM'ial jiiiniliris, siicli 

 as tlic Alotlicrs ' (lay niinibcr. Ilii' Me 

 morial (lay nunihor, etc. .Icnscii lirus., 

 :','.',:','> Lincoln avcnno, Chicago, ri'ali/.in;^ 

 that many of tlii'so illustrations apiical 

 to the jiiihlic, have I'oniU'cl the plan nl' 

 postiiif,^ the illnstration.s at oik' siilo of 

 the (lis]ilay window. For instance, this 

 tinn posted the brides' and hridesni.aiils ' 

 pictures shown in the .lune liride mnn 

 l)or, ■hnic 1, and it attracted many to 

 the windows. 



JOGGING THE PUBLIC'S MIND. 



''Needles and i)ins; needles :iiid pin--; 

 when a man's inarrieil, his troutile We 

 ;^ins. '' Let ns hope not. Uut it is .1-^ 

 certain as ni^^ht and day tli.il when .-i 

 man's married, the anni\ ('rs.-iiics ot 

 that, event will t.ake ])Ia('e at rej^iilai- 

 :U)5-day intervals. This is int eiesl in:^ 

 to us as tlorists, because .-ilmost .ill 

 ^vives like to be remembei-ed on these 

 .inn i\-ersaries — witli llowers. Flowers 

 .ire always more th;in welcome from 

 "hubb_\." And "hubby" is often sin 

 cerely j^lad to jiresent flowers — if he 

 rememliors the date. It is to the 

 trade's interest to hidp him do the re 

 meniberinjr or at lea^t to incite the 

 faculties of memory. 



The Allied Flori'-ts' .\ ssoci.it ion of 

 (Miicafjo has been joiinin<; the miTids of 

 the pulilic with advertisements that 

 are, in their season.al appropii.itcncs^, 

 piilliiifj stroiijriy for business. For in 

 stance, ill the Chicago Tribune for .liiiic 

 •"1 .■in<l the ('hic;i),'o FveniiiL;- I'(i-,t fur 



-lime (i ;i ilinch, double-column adver- 

 tisement aiijieared bearing' 'he ]uctine 

 of ;i bride and ^room standiiifi; directly 

 abo\-e the followin;^' c;iption: ''Whose 

 weddinj^' annix'ersary conies this 

 month?"' Fnder this in smaller tyjie 

 was jirinted: 



I'm .\.):ir (.'(1(1(1 friciKls. wlictlicr il lie llic first 

 i.r liriiclii .■iiinivcr<;ii\ , mid yonV ii|i|irci-iiil ion 

 1(1 llicir lci|i]iiiii ^-. Ihi-Mdcli :i i'cnii'iii!ir;inc<' nf 



II.|\UTS. 



Kluwcrs will ciill ii. niinil lli.il Ki'ciilcst (.f 

 il,(.v- ihcir ucliliir." (I((V. MciiiTii-s will live 

 \v licii y-di 



,s.\v IT Willi i'i-owi:i(s 

 .\t the lidttdiii of the .advertisement 

 was the iiiterrofiation, ''Whose birth 

 d.iy comes in ,liine?" surmountinj^ .-i 

 calendar for the inonth of June. 



Tliis kind of .advertisement keeps the 

 public thinking'. When the jiublic 

 thinks, it ;icts. 



NEWELL 'S MEMORIAL DAY. 



.Memorial day wreaths are the stand- 

 b\- of the New England florist in the 

 business for ^Liy 'M). But the popular- 

 ity of the wreath is not confined to the 

 stales east of the Hudson river. In fact, 

 it extends cle.ar across the continent. 

 In Kansas City, Mo., it is quite keen. 

 This year Arthur Xevvell, whose jiosi- 

 tioii aiiion>; the leaders in the trade in 

 that city is well known, found that 

 wreaths ni.aile of oak and m.'ijjnolia fo- 

 li.af^e, decorateil with t;ray statice and 

 the cape Howers of different colors, 

 were most popular. Smdi wreaths sold 

 re.-idily at from .$.") to .$2.". 



Thosi- who are {,'oin<: to K.insas City 

 next .Vugiist to attend the S. A. F. con- 

 \i'iitioii will be interested in the view 

 on this |i.'i;ic of Arthur N'ewidl 's store, 

 which is on the southwest corner of 

 |]levcntli .111(1 .Midee streets. In the 



illustr.ation will be seen the three men 

 who handled the e.xtensive business in 

 wreaths at -.Memorial daj' and made u\> 

 .all of them. The frentlemeu are Fred L. 

 llorst, Warren T. Spain and Josej>li 

 Haley. 



COMPUTING RENTS. 



Some florists pay so much a month to 

 the landlord as rent for the store they 

 Occiijiy, while others own both (ground 

 .and biiildiiifi. The latter are ajit to de- 

 ceive themselves iji the m.atter of rent, 

 unless they include in their calculations 

 the same items for which the landlord 

 is resjionsible in case the property is 

 leased. In order to secure a proper 

 com]iarison between the rent jiaid by a 

 florist who leases Iiis store and the rent 

 calculated by a florist who owns his 

 own )iroperty, it is necessary to include 

 taxes, repairs, insurance and depreciii- 

 tion on the buildinj;, rather than to en- 

 ter these items under expense headin{;;s. 

 Interest on ;i nioitj;a}i'e on the property 

 should also be entered as a part of the 

 rental and not as interest on capital 

 bcurowed. One method of estiinatinfj 

 the ]iio]>er amount to ch,ir};e as rent 

 when both the land and buildinjjs are 

 owned is to com|iute a fair allowance 

 for interest on investment in land and 

 buildings used in the operation of the 

 business and to add to this sum the in- 

 surance, taxes, re]iairs and deprecia- 

 tion on this real estate. 



In case the florist owns the buildinj,' 

 he occiiides, but ground rent is paid, 

 the iimonnt of the latter should be 

 added to the taxes, repairs, insurance 

 and depreciation on the building and 

 interest on cajdt.al invested in the liuild- 

 ing, to obtain a comparable rent figure. 

 If a florist leases his store on an ar- 

 rangement whereby he, and not the 

 landlord, jtays taxes, repairs and in- 

 surance, the items so ]i;iid should be 

 added to the comjiuted rent, since they 

 are ]i;iyments mjide in lieu of rent. 



GLAD HAND OR COLD SHOULDER? 



When a cn^toiner enters your store, 

 does he feel welcome or does he expe- 



rience the sensations 

 .■I private icebox .' !• 



Three Men and Many Wreaths Made a Banner Memorial Day. 



if an intriidiM' in 

 he inaile to feel 

 like .-in individn.al, a human being, or 

 (!((( s he become in your ]dace of busi- 

 ness ;i buying, unintereHting unit, one 

 of the many nonentities that come for 

 the jiurpose of consuming the su]i|dy.' 

 Are you interested in him, as widl as in 

 the jirofits resulting; from a ])ossible 

 palel' In other word-, how do yon meet 

 the --tianger within your doors? 



It i- absolutely ;iccui;ite to say that 

 each retailer h;is his own j-ersonalitv. 

 It is either a natural gift or a natural 

 hindrance that must be "tuned up" to 

 be a jiossession of v.ilue. If li(> is a 

 n;itur;il-born mixer he is esjiecially for- 

 tunate, but there are many jiersons who 

 from youth to manhond Iiave found it 

 difilicnlt to meet others. But this class 

 of jieojde is fpiickly recognized and, bv 



