. Florists' review [microform]. Floriculture. rIE merchandising of cut flowers is in itself closely allied in general principles with the selling in small quantities of any other article. The man who is capable of selling real estate or greenhouses is equally capable of selling roses. It is not the man who sells flowers sluggishly at a profit of fifteen per cent, but the one who can brilliantly present to the public quan- tities of flowers at a gross profit of 150 per cent by closely watching the mar- kets, who is a live factor in the up- building of the retail business at the present time. Th
. Florists' review [microform]. Floriculture. rIE merchandising of cut flowers is in itself closely allied in general principles with the selling in small quantities of any other article. The man who is capable of selling real estate or greenhouses is equally capable of selling roses. It is not the man who sells flowers sluggishly at a profit of fifteen per cent, but the one who can brilliantly present to the public quan- tities of flowers at a gross profit of 150 per cent by closely watching the mar- kets, who is a live factor in the up- building of the retail business at the present time. The intensive form of conducting the retail business is much like intensive farming. A greater quantity of busi- ness may be transacted in a given space and time, but it takes much more energy and expense to do it. Unpopu- lar as the practices may be with the greater number of retailers, the meth- ods of some of the pushers as exploited by the trade papers at different times, showing the terrific manner of induc- ing trade, is certainly a good object lesson in showing how large quantities of flowers may be distributed among the transient trade, with much accru- ing good to the producer. Methods of Publicity. Indirectly, the Florists' Telegraph Delivery, still in its infancy, is making great strides in educating the flower- buying public. When we think that a first-class florist in a town of, say 500,000, approximately, does an out- bound and inbound business of $7,000 annually, it is wonderful to think of 1,000 florists doing a business of $7,- 000,000 annually. A conservative esti- mate of the orders received by New York florists in the season is from $750,000 to $1,000,000 per year. This important phase of the retail business should certainly be given impetus by grower and retailer alike. The inspiration of the retail busi- ness, new varieties of flowers, should receive its just attention in all quar- ters. A new flower invariably brings a slightly higher price, and more than r
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