Abstract: A system for displaying and illuminating goods comprises at least one light tube; an electrical connection to a source of electrical energy for illuminating the at least one light tube; and a mechanical arrangement for supporting the light tube so that the light tube provides support for a product to be displayed. A plurality of light tubes can be connected with at least one joiner for joining the light tubes end to end; at least one electrical connection to a source of electrical energy for illuminating at least a first one of the light tubes; and at least one electrical connector for carrying electrical energy between the first one of the light tubes and a second one of the light tubes. Goods are displayed by placing them on goods hangers associated with the light tubes, or on shelves between adjacent light tubes. A low voltage power supply can be used.