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Febbuary 3, 1910. 



The Weekly Florists^ Review* 



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I THE RETAIL 



FLORIST 





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VALENTINE'S AND THE FLORIST. 



Business Comes to Those Who Plan for It. 



One of the special flower days which 

 Ins developed rapidly in the last few 

 A ars is February 14, Valentine 's day. 



It is worth while noting right at the 

 siart that the increase in Valentine's 

 i.iisiness, like 'the increase in Christmas 

 1j;ide, and the increase in sales in season 

 it 11(1 out, has come to those retailers who 

 ]i ive worked for it. An advertiser re- 

 ( . ntly remarked, "You get out of a busi- 

 ness just about what you put into it." 

 Tliere is more truth than poetry in that, 

 and it seems specially applicable to the 

 retixil flower business. The retailer who 

 jiiits thought and effort into his business, 

 takes out of it not only profit but satis- 

 faction. A good many people are con- 

 tout with profit, but those who get satis- 

 faction as well as profit find business is 

 a pleasure instead of drudgery. 



To get profit out of the Valentine's 

 business, thought must be put in right 

 now; don't delay another day: Lay your 

 plans for advertising. Figure out your 

 window decoration. Take account of the 

 boxes, ribbons, violet ties and other requi- 

 sites you have in stock and get off an 

 order at once for those you need. Make 

 sure of your supply of seasonable plants 

 and cut flowers. Consider your delivery 

 facilities. 



When these things are in shape, then, 

 and only then, are you ready for the sell- 

 ing end. 



The Violet he Flower of the Day. 



These special flower days mean much 

 to those who prepare for them and ad- 

 vertise them, and they mean little to 

 those who simply sit with folded hands. 

 First of all we must have something to 

 sell, and for special days it must be 

 something suitable to the occasion. There 

 has been a wonderful increase in the sale 

 of violets for valentines. Last year all 

 the leading stores in every city through 

 the country sold thousands of violets, 

 and as a general thing found their sup- 

 ply inadequate to meet the demand. The 

 better class of stores now put up their 

 violets in most elaborate fashion. Repro- 

 duced on pages 8 and 9 are illustra- 

 tions showing one of the ways in which 

 the Fleischman Floral Co., Chicago, puts 

 up its corsage bunches. Fleischman calls 

 the dress shield a lacette, which is as 

 gO"d a name as any and a great deal 

 b*>ttor than calling it merely a shield, 

 ^iif of the illustrations shows the back of 

 tno bunch made up for delivery. This is 

 thf back of the shield and it will be 

 lotoj that the Fleischman name appears 

 on it. The other picture shows the front 

 91 the bunch with the lacette just peep- 

 iD'-' over the edges, with the ribbon and 

 ^or-age pins, all complete, ready for go- 



into the special violet box. 



^ ' oorge Wienhoeber, manager of 



Lehman's, claims the credit for hav- 



invented this corsage shield that he 



the lacette. He says the first one 



in 



F 



in; 



ca 



he ever saw was made in the Fleischman 

 store to meet the needs of their trade, 

 but now practically every ribbon house 

 carries a large line of these, just plain 

 shields and more elaborate ones with lace 

 edging. 



Trade-maik Your Work. 



When the supply houses began offering 

 these corsage shields to florists, offering 

 to stamp the florists' name in gold let- 

 ters on the back, a good many of the 



the box, or the uniform on the messen- 

 ger, or like the fancy delivery outfit; the 

 same thing which prompts many people 

 to send flowers from the best known 

 society florist of the town makes the lead- 

 ing florist 's name or * ' trade-mark ' ' a 

 satisfactory addition to the dress shield. 

 In other words, if the florist has estab- 

 lished a reputation, people who send gifts 

 are glad to have the florist's name asso- 

 ciated with them. 



Use Special Violet Boxes. 



Of course, it is not every store that 

 sells high-priced flowers for St. Valen- 

 tine's day, but the special violet boxes 

 are so cheap that any florist can afford 

 to use them, and they never fail to add 

 to his trade. People who send gifts as 

 valentines insist that they must be de- 

 livered in the most attractive shape. A 

 special box that will hold fifty violets 

 can be bought for $2 to $3 per hundred, 

 and from . those prices the range goes 

 upward to where the boxes cost as much 



Hearts 



Flowers 



The Most Effective Valentine 



Beautiful blooming flowers are far more in keeping with the tender lentimenta of St. Val- 

 entine '1 Day than any expression in the form of tinseled paper. Nothing expresses the spirit 

 of the day so perfectly; nothing you c^n send your sweetheart or wife which will convey ten- 

 derness, love and affection so well, for "Flowers are lovely; love is flower-like." 



Of all the missives SHE receives throughout the "Day" none will win her favor so 

 much as Fltfwers from Anderson's. 



Wise is the man who on St. Valentine's Day remembers his wife, even as in the days 

 when she was only his sweetheart, with flowers from Anderson's. 



Order Today— Special Delivery Sunday 



An especially selected fresh stock of Flowers and Plants at the most reasonable prices are 

 attractively arranged for St. Valentine's Day giving. Order by phone if you're too busy to call. 



Violets, per bunch, . . $1.00 to $10.00 

 Lilies of the Valley, per bunch . . $1.30 

 Roses, per dozen ... $1.00 to $5.00 

 Carnations, per dozen . . 75c to $1.00 



Daffodils, per dozen 75c 



Tulips, per dozen 75c 



Azaleas, per plant ... $2, $3 and $4 



Prim Roses, each 50c 



American Beauties, per doz. . . $10.00 



Out-of-Town Orders 



Can h* civen with the irre&test confldei.ce— all plants and flowers wilt be so 

 shipped as to Insure their safe a.rrlval. This store Is conveniently located near 

 the corner of Court street, the starting point for both Niagara Palls and 

 Lockport cars. Mall and 'phono orders promptly filled. 



Flowers expressed or teTeKraphlc orders forwarded to all parts of th* 

 United States and Canada. Agents In all principal cities. 



440 Main St 

 Opposite 



Soldiers' 

 Monument 



Greenhouses 



495-497 

 Elmwood 

 Avenue 



St. Vateatine's Advertising of a Btdfalo Retailer. 



better-class stores were afraid to take 

 advantage of the advertising opportu- 

 nity. They were afraid it would not 

 please their hightoned patrons to find an 

 ' ' advertisement ' ' on the back of the 

 bouquet. Mr. Wienhoeber, when asked 

 about this feature, said that the name 

 on the lacette is just like the name on 



as you please and cannot be ' ' thrown 

 in" with the sale of a bunch of flowers. 

 Last year possibly the most popular box 

 was the red heart-shaped one, which is 

 available in several sizes. As the box- 

 makers do not care to carry these over 

 from one season to another, the use be- 

 ing practically limited to St. Valentine's 



