CHRISTMAS AND ITS IMPORTANCE 159 



Christmas Advertising 



For the florist located out of town, or rather in a moderate- 

 sized town or small city where he depends on a local trade, even if 

 he is the only florist in that locaUty, advertising, and a whole lot 

 of it, is absolutely necessary if he wants to ^et the most out of his 

 Christmas business. 



During the holiday season even folks who don't do much for 

 the rest of the year are usually busy, and often too busy to think 

 of what they might need or could use in the way of flowers or plants 

 and particularly HoUy wreaths and greens. If left to themselves 

 they will usually order their requirements a day or two before 

 Christmas — at a time when you don't know what to do first. 



For years we have made it a practice to mark down, if at all 

 possible, the names of aU patrons who come in at the last minute 

 and are unable to obtain wreaths or Holly; a list is also made of 

 all who buy wreaths. Starting about the fifth or sixth of December 

 the following year, everyone on the list is called up over the tele- 

 phone, and in a nice way informed that we are anxious to fiU their 

 orders this year and would appreciate early booking so as to be 

 able to give them the best attention. In that way most of our 

 orders for wreaths, loose HoUy, Mistletoe, Winterberries, Boxwood 

 balls, wfld Smilax and wreathing are in by the tenth of the month, 

 and aU wreaths, with a good number of extra ones, are made up 

 before the twenty-first. 



We have yet to hear of a customer being put out by our calling 

 up; in fact, most of them depend on us to do it, and some would 

 feel slighted if we neglected to. They will come personaUy to select 

 what they wish in plants or cut flowers, or will call up about it; 

 but for the HoUy wreaths and decorative greens it is up to us to book 

 the order early. 



Preliminary Publicity 



The first reminder of Christmas can be made in the form of 

 a neat card inserted with the statements going out on the first of 

 December. Liberal space in the local newspapers from that time on 

 is always money well spent; an appropriate Christmas folder sent 

 out about December tenth is timely, and another one, the last 

 reminder, about a week later, calls attention to the complete Christ- 

 mas display as a finishing touch. An attractive shde in the movies, 

 the putting of a few of the main Christmas plants in the windows of 

 the local Western Union telegraph oflfice, and a neatly printed sign, 

 "Orders Taken for Flowers by Wire for Xmas," will often do a lot 

 of good. If you belong to the F. T. D. the agent of the telegraph 

 office will direct inquirers your way. For those located just outside 



