Abstract: A universal sign holder comprises a frame including a wall defining a hollow interior along which grooves are formed to receive and support a sign. The outer surfaces of the wall of the frame are formed with opposed channels which receive a multi-purpose adapter slidable within the channels to any position along the frame. The adapter mounts one end of a connector or post, the other end of which is connected to one of a number of individual fixtures each designed to mount to a particular type of merchandise display such as a rack, shelf, pegboard and the like.