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Never have the Florists, Seedsmen and Nurserymen in 

 America had greater cause than now for Thanksgiving 



jHE interests of florists, seedsmen and nurserymen are 

 more than national — they are' international. Even 

 the man who sells only to the people of his imme- 

 diate neighborhood is dependent, more or less, on 

 the growers of bulbs in France and HoUand, of aza- 

 I . leas in Belgium, of Manetti in England, or of flower 

 seeds in Germany. Let us, then, not forget that to- 

 day we in America are the world 's most fortunate florists. 



It is true, no doubt, that the last four months have been the 

 most difficult in the business experience of many a florist, but the 

 worst difficulties that have beset the least provident of American 

 florists have been as nothing to the troubles that have been 

 thrust upon the members of the trade with whom we deal in 

 other lands; nor have they been more than an admonition. Be- 

 sides, they are passed. 



Flowers Have Become a Necessity. 



The cataclysm in Europe appears to have affected the business 

 of florists less than most other lines in America. It appears to 

 have demonstrated once again the fallacy of the old cry that 

 flowers are a luxury easily dispensed with — they are not. To 

 those who have acquired the habit of buying, flowers have be- 

 come a necessity. Ask any clothier. He will tell 

 you his business this faU has suffered at least as 

 much as yours. Railroad gross earnings in October 

 were fifteen per cent below last year; bank clear- 

 ings eighteen per cent. With war and unseasonable 

 weather, as a class we have not suffered more than 

 ^j our neighbors, not so much as many of them. 



And here is a thought for Thanks- 

 giving: Clothing, food, fuel, these al- 

 ready are necessities to the whole peo- 

 ple. Flowers are as yet essential to 

 the happiness of only a comparative 

 few. There is yet a wonderful field 

 for the development of our business. 

 We can go ahead. 



All Business on the Up Orade. 



But a more immediate reason for 

 thanksgiving is found in the indica- 

 tions that business in America^ has 

 rebounded from the depression caused 

 by the shock of war. The necessary 

 readjustments have been made and in- 

 dustry is on the up grade. The daily 

 papers are full of reports of big 

 business, some of them predi- 

 cated on the wonderful crops in 

 the west, where country florists 

 have felt no depression what- 

 ever; some based on big orders 

 for export, and many on the 

 new banking law that be- 

 came operative November 16, 

 with the immediate effect of 

 cutting interest rates and re- 

 leasing great 

 sums for new 



business, especially building. Also, and of much importance to 

 our trade, there is the gradual reopening of the exchanges, espe- 

 cially the cotton markets. The sale of flowers, which has stead- 

 ily improved since the arrival of belated frost, will quickly 

 return to normal if general business does. Indeed, it seems 

 quite likely the flower business will, on the next wave of general 

 prosperity, ride higher than ever before. 



We all have heard the story of the traveling man who was 

 trying to explain the difference between satisfied and contented, 

 who at last in desperation exclaimed, "Why, hang it all, while 

 \. sit talking here I am satisfied my wife is gallivanting with 

 •)ur boarder — satisfied, mind you, but not contented." 



Florists Should Be Thankful. 



So it is with florists. We may not be contented with condi- 

 tions as they have been — few people would be — but we should 

 be satisfied they are not permanent and thankful the up stretch 

 has been reached. Above all, we should give thanks today we 

 live and do business in America — land where the use of flowers 

 is increasing so fast it takes the cataclysm of half the world to 

 interrupt our progress even briefly.- 



The Beview, doing business almost exclusively with florists, 

 feels that it has more reason than ever to give v\l/.'> 

 thanks this year. The Review believes its cus- ' ^''^ 

 tomers are in better shape today than are the 

 customers of its neighbors, the trade papers pub- 

 lished in the interest of other lines. The Review 

 believes its own business but reflects the situa- 

 tion with the trade at large — the great body of, 

 florists, not a group or section of them, 

 for The Review draws its patronage 

 from the four corners of our country. 



Why The Review Gives Thanks. 



This has been a season of decreasing 

 circulation for all publications except 

 the penny dailies — but The Review has 

 been an exception to the rule. Its 

 subscription receipts in August were 

 the largest ever known for the 

 month. It was the same in Septem- 

 ber. The gain in October was not 

 quite so good, but nevertheless there 

 was a gain. And November to date 

 has run ahead. These have been 

 mail subscriptions — which, as every 

 advertiser should know, are 

 the best kind. No solicitors 

 are employed, nor has any 

 extra effort been made by 

 mail. The growth has been 

 the natural result of printing 

 a good paper and it has 

 continued at a time when 

 nearly all publications have 

 been going backward. ', 



In August The RevieW, 

 in common with 

 practically all 



