18 



The Florists' Review 



Maucii ll». 1914. 



"CHASTER approaches and 

 ■■^ our Shop is filled with 

 the most gorgeous Plants 

 and Flowers of Spring. 



Order your Easter Flowers 

 early, so that we can de- 

 liver to you the very best 

 selections from our wonder- 

 ful stock. 



You are cordially invited to 

 visit "The Flower Shop" 

 to-day. 



Special Easter 

 Prise List On 

 Request. 



A Good General 'Order Early" Ad. 



it is time right now to turn to the tele- 

 phone and ask the best newspaper in 

 the town to send a man over. By the 

 best newspaper is meant the one that 

 reaches the most of the class of people 

 who buy flowers. A really good news- 

 paper, has both quality and quantity 

 of circulation. A safe guide is to 

 select the paper that carries the most 

 advertising aimed at the quality buy- 

 ers; the florist is not interested in the 

 people who buy cteap groceries and 

 installment furniture. 



Some florists will advertise a definite 

 article, quoting a price on it, but others 

 will print general ads, designed merely 

 to remind the public that it is time to 

 visit the florist. Either style of ad is 

 good, the choice depending on a num- 

 ber of factors. If the florist can print 

 a cut or two, describe his stock and 

 state the prices he will have about 

 the best combination to get direct re- 

 sults. If thifl cannot be done, then 

 write the copy in a way to get the peo- 

 ple in to see the flower show. 



Get At It Early. 



As a general rule, the retailers who 

 have given advertising a thorough trial 

 and careful study find that it pays best 

 to put the m^ney into one big, strong 

 ad in the one best newspaper instead of 

 splitting it up to get a smaller space 

 in two or more papers. If the business 

 has been developed to the point where 

 a sufficient volume is done to warrant 

 two ads, put them in the same paper, 



but on different days. Advertise plants 

 early in the week, say Tuesday, and 

 cut flowers later, say Thursday. 



Don't put off the Easter advertising 

 too late. Every florist has all he can 

 do on the Saturday before Easter. Use 

 the advertising to get early orders, 

 ahead of the rush. Better be a little 

 early than a little late. 



Get at it now. 



THE FLORISTS' SUNDAY. 



A Flea for a Day of Best. 



"It's a dog's life, and there is no 

 excuse for it except greed." The 

 writer remembers having heard or read 

 that remark some time ago, as coming 

 from the lips of a florist. You and I 

 and every other florist know the truth- 

 fulness and significance of the remark. 



When I say that every man, even a 

 florist, is entitled to one day's rest in 

 seven, and that there is absolutely no 

 excuse for opening a wholesale or retail 

 store on Sunday, I expect to be contra- 

 dicted. I expect that a few of my op- 

 ponents will even call me a crank or a 

 fool. We all know that the people 

 have always been served and waited 

 upon by florists on Sundays. We all 

 know of the perishable character of 

 our stock. We understand all about the 

 churches that must have flowers, about 

 the Sunday funerals, about the flowers 

 worn, about the extra demand and all 

 that. We also know that ' ' the other 

 fellow will sell if we don't," but all 

 of that should not affect our convfc- 

 tions on the matter. 



In adopting Sunday closing we may 

 be justified in making an exception of 

 funeral orders, which are growing fewer 

 in most sections of the country, and of 

 course we must make an exception of 

 the necessary greenhouse work, but 

 with these exceptions, I say again: It 

 is pure greed and nothing else that 

 keeps our stores open on Sundays. 



Nature's laws know no holiday. We 

 must watch our greenhouses, ventilate, 

 water the plants and keep up the fires. 

 But we all know that can be reduced to 

 a minimum. 



Excuses for Sunday Opening. 



Listen now to the excuses: Your best 

 customers demand it? Ask your best 

 customer whether his dry goods, 

 grocery, insurance or law business is 

 closed, and why. He is not a fool; he 

 will use his reason and will honor you 

 the more. You have numerous stand- 

 ing orders from churches, to be deliv- 

 ered at 9 to 10 o'clock. Ask the church 

 people politely whether they, above 

 everyone else, should not encourage 

 you and help you to close. You need 

 not fear losing their trade. 



You must be there for funeral orders, 

 you say; then why not open regularly 

 anyhow, at least until noon? Must a 

 few Sunday funeral orders make slaves 

 of you, and you in turn make slaves of 

 your tired help? Put up those funeral 

 orders and close. Be a man, not a 

 slave. 



I hear the florist of the country town 

 say: "The crowds walk to the green- 

 house on Sundays. They enjoy it; 

 there can be no harm in it. Must I 

 lose their good-will and trade by clos- 

 ing? Besides, I need that ready cash." 

 Your needed rest, your self-respect and, 

 though you may not believe it, your 

 customer's respect, will be worth more 

 than those few dollars gained. 



Add, if you will, a score more ex- 



cuses, such as fierce competition, per- 

 ishable stock, attitude of the general 

 public and fear of offending by refusal 

 to sell. All these can be answered in. 

 the same way. Your customers are rea- 

 sonable beings. Later deliveries Satur- 

 day evenings will also help somewhat. 



In Other Lines of Business. 



Many remember the arguments that 

 used to be put up against Sunday meat 

 selling. Apply the same rule to the 

 florist and it will work out the same- 

 way — the same amount of goods sold,, 

 more rest, better clerks. 



Since Uncle Sam closed his postofliee- 

 on Sundays, how does the business man 

 get along without that necessary mailf 



"The other fellow will sell if I do- 

 not," is a shallow and selfish argu- 

 ment. Of course, there will be those- 

 who will not agree to close if you do,, 

 but be yourself; be above the street, 

 taker and nickel grabber. 



Ask those who have practiced Sun- 

 day closing, "Would you open again?" 

 They would say, "A business that can- 

 not live by running six days a week 

 is a mighty bad business and would 

 better be closed." 



florists, you are engaged in the pro- 

 duction and handling of flowers, the- 

 most beautiful of nature's products. By 

 years of training, experimenting and 

 hard work you have learned some of 

 the secrets of nature's workings. By 

 your patience and business ability yoi» 

 have placed the horticultural industries. 

 where they are. You have been gifted 



Easter Corsage 

 Bouquets 



Place your order now for an 

 exquisite Corsage of Violets 

 or Sweet Peas — to be deliv- 

 ered on Easter morning. 

 We can deliver them long 

 distances by Parcel Post or 

 telegraph your order to the 

 most distant places. 

 Visit "The Flower Shop" 

 to-day and see the wonderful 

 array of Easter Plants and 

 Flowers, 



Special ICa-stcr l*rloe List 

 On Request. 



Giving the G)rsages a Boost. 



