The Weekly Florists^ Review^ 



Ji I.Y 2[i, l'.»()8. 



A TIMELY REMINDER. 



Store of S. Hoffman, Boston. 



>i;i\iii;4 ill till' cxciiiiiji iil'tcr (i o'clock, 

 iiiiiil siicii is rclt'.-iscci liy llic |i('ison in 

 ciiiii-yc. 



( l.')i i;:icli sli;ill t;ii\C liis turn Mt cxtiii 

 Siiiidiiy Work .-iiiil rcinaiii on duty until 

 rclcnsL'd liv tlic |icrson in clijii'i^c ; ."ti 

 cuts \\ill l.c . .-illowrd t'or oNtTtiinc on 

 Smiilny. 



(l(ii 111 cv.'iy ciisc siyii your iiaini' 

 to (Iclivcry sheet lict'oic tuiiiin>; it vxcr 

 to the iM'isoii scncliiiy yon out. 



( 1 7 "t i'liir rdcr sheet No. L' in s](e- 



c-i;il nliiiiiiiiiini hook, \vhi<-li liook must 

 lie I'elurilecl. .'is you Jil'c le()llired to leil\e 

 on depovil :*^l..'iO I.I |i;iy f,,y saiiie ill ciise 

 yoii should jo'^i' it. 



( 1 s 1 Should yoii not lie iiMe to fiiul 

 the street or :idiiless hy order sheet. Ile\er 

 retUIII .'It oiii-e, hut c.lll us Up hv Home 



I'hoiic. 1-mh; .M;iiii. or r.ell IMione. I'lHU 

 <lr;iiid. ;iiid \m' will mlxise coiicerui iil; 

 s;iiiie. 



A BOSTON STORE. 



This is the senson ;it which tlie ret;iil 

 lloiist heoiiis to ;i<^il:itt' liis thinkiii}.; nj' 

 liiir.'ilii-- with the siihject of (diniijres 1o 

 he imide in lii^ store (hirinj; tlio suininer, 

 in jirejiaiiit ioii lor tlio husy :mt,nmii. 

 J lonse-cleiiiiinLr in m;iny lines ot' Inisiness 

 i< ill ,M:i\. hut with tlie retnil lioiists 

 • inly and .\uL;u^t .■ire the months (diosen 

 for hri;jliteiiiii^ ihiii;_fs \\\> in anticip.-it ion 

 of iciiewed .ictivily in >.cdlini,f. J'or this 

 reiison retail lloiisls in the c;irly sninmer 

 jiay jiiaiiy \isit< to those similarly en- 



oajfed ill other cities, t'or the |i|H|poNe ol 



oatheriiie tr'^l: ide.as on the siihjeCt of 

 retail llowei sioi'' .•irran^^emeiit and deco 

 rat ion. 



lli.^loh i< Will \\oiili \isjrni;_r hy any 

 mil- wild i» i !•' iii'^I id ill modern let.ail 

 llnuer sti'ii's. lor It ha^ a iiiimher which 



.ire "Xrilli III I s;i lll|ile> o I' their kind, t )|ie 



ot' the iiiwi-;! i- th.-ii ot' S. llolVman. on 

 Massacjiii^i-t I > a\enui' at the corner of 

 ( oniinon\ve;i li h. This is oiu' of the hesi 

 sections of the idly ;iiid the store is .-i 

 cieciii, to the nei^hhorhond. Mr. lIolV- 

 jiian i-^ oiie of tic yoiiiiL.'' men who ha\e 

 car\eil their own way in the ilowcr busi- 

 ness. St.-irlin^ with practically iiothiiie-, 

 he ]i;i> huilt up for hiiiiselt' a tnide which 

 iiislilied the maintc ii;iiiei' of ;i first clas"; 

 est.'ihlishnii at . lie was oiii' of the lirsi 



III the lll.-iller 'd .'I lltolllohile deli\er\-, ;ilid 



his siifiwy car lias hoeii au iwctdlent ;ul- 

 \erlisenieiil duriiiy the season wliitdi has 

 passed. 



It was less than live ye.ars a<fo that 

 Tlolfnian o])oiied a small store at 'Jl'.j 

 ]ioyIston .street. A Jittie later be se- 

 cured the store wliicli had lioeu oecnpi(>d 

 t'or si.\ years hy Norton Bros., hut after 

 two years there lie found that he needed 

 a'lditionni space and last season reiiiovi'd 

 io his pre.sent iocatinn. 



Several years atjo ^^r. lIolTinan ac- 

 quireil j.jreenlKiuses at < 'amhriiltie. ^vllere 

 lie tnriis out iiincli iinoil stock, h.'tvinjj had 

 excejitioiial results this season. 



li'eferrin^ to the tendency of some re- 

 tailers to ixn slow in the matter of in- 

 creasii.o their facilities, ancl of course 

 tlndr ( xpeiises, .Mr. HofTinan s.ays that 

 imnieiliately upon o|ieiiiny- this lu'w store 

 liis trade' he^.aii to increase at what was 

 a le.ally sin|,| jsj n^r |;||,. ;|||,| that his 

 \elltUle has heeli fully Justiliei]. It liaS 



heeii a somewhat <|uiet season in iJostou 

 ihi< \ear, hut he is t'ull\- satislied. 



The Confidence of Customers. 



The majority of the retail jfrowers of 

 the country are men who depend on a 

 local husiness. Their transient trade, in 

 most iiistanc(>s, does not amount to 

 mucli, and in order to he successful, 

 whether you lia\e coni|p(>tition in your 

 town or locality or not, it is necessary to 

 know the business, to act upon the square 

 and to show a constant desire to satisfy 

 the customers — to give tiieni their full 

 money's wortli every time and be as 

 mmdi concerned in regard to the success 

 with whatever ])lants they may buy as 

 they aic. themselves. There arc but few 

 |)eo]ilo who do not appreciate these atteu- 

 i tions, and those who do not are not 

 wanted as customers. 



It is, or should he, a real pleasure to 

 fill an order for a customer whose con- 

 iidence you have, and to continuously 

 stiive to keep it assures success; and he 

 who can make the greatest number of 

 his customers believe liiat their orders 

 receive the b«»st attention, will l)e most 

 successful. The days when it was just 

 a matter of finding ways and means by 

 wliich one could obtain a big ])rice for 

 something not worth it, are over. 



Misrepresentation means the ruination 

 of any liusiness, and there is at least as 

 much room for this in the florists' busi- 

 ness as in any other. And much of this 

 misrepr(^s(Mitation is unintentional, as. 

 for instance, in the retail seed stores, 

 where during the rush months a lot of 

 inexperienced help has to l)e employed 

 to wait on customers. When a lady is 

 informed that a cohiva is a hardy (dimber, 

 that liollyhocks will bloom in June from 

 seed sown in May, or that a Paul Ney- 

 ron rose will bloom all sninmer, all this 

 is doing a great deal ol' harm to the busi- 

 ness. I ha\(' often wdiidered whether 

 it wduhl not ]iay the big seed houses to 

 maintain in their stores during' the very 

 busy season an iiiformalinn bureau. It 

 Avould only take one good man. who in a 

 few words could answer ;ill tlie many 

 (|Uestioiis which come up daily, and 

 thereby avoid a lot of iiiisiinderstanding 

 and had feelings. 



One Way of Winning Confidence. 



The object of this article is to call 



Store of S. Hoffman, Boston. 



