. Florists' review [microform]. Floriculture. 24 The Rorists' Review Fbbbuary 1. 1917. L^tiS^tyWI^tiSfJl^Jl^t^liS^l^l^l^l^^ ST. VALENTINE'S DAY ">liTT^ifrffirKffrffl?nffirHB^^ A TEADE-MADE FLOWER DAY. The Work of Four Years. Four years is a long while to wait for anything, but in the history of a trade four years is only a brief time for the creation, development and firm es- tablishing of another special flower day. Those who were in the trade in 1912 will recall that five years ago St. Val- entine's day was without significance for florists. Indeed, the development of St. Valen- tine
. Florists' review [microform]. Floriculture. 24 The Rorists' Review Fbbbuary 1. 1917. L^tiS^tyWI^tiSfJl^Jl^t^liS^l^l^l^l^^ ST. VALENTINE'S DAY ">liTT^ifrffirKffrffl?nffirHB^^ A TEADE-MADE FLOWER DAY. The Work of Four Years. Four years is a long while to wait for anything, but in the history of a trade four years is only a brief time for the creation, development and firm es- tablishing of another special flower day. Those who were in the trade in 1912 will recall that five years ago St. Val- entine's day was without significance for florists. Indeed, the development of St. Valen- tine's day ig one of the best examples of what florists can do for themselves, once they have their attention called to the opportunity. How It Started. Read up on St. Valentine's day and you will find its origin lost in the mists of antiquity. Since time immemorial it has been the day on which brave men have sent fair ladies fond tokens. But it was not until 1913 that any attempt was made to cause the use of fiowers as valentines. January 30, 1913, The Re- view published a St. Valentine's Day Number in which it was conspicuously stated: The purpose of this iune it to get 10,000 florists each to do at least a little something to attract the attention of the public to the appropriateness of flowers for use as valentines. That was the real beginning of St. Valentine's day from a florists' flower selling point of view. That issue of The Review pointed out an opportunity—and showed how to take advantage of it. It illustrated the methods by which the few retailers who had tried to do something with the day had made two dollars come in where only one dollar came in before, and it showed pictures of the corsage bouquets and packages that seemed likely to be the readiest sellers. Everybody Doing It Now. Perhaps that 1913 St. Valentine's Number of The Review fell short of its purpose to get 10,000 florists to push flowers for use as valentines, but the results really were surprising. Lite
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Keywords: ., bookcentury1900, bookdecad, booksubjectfloriculture, bookyear1912
