Abstract: A pull-down display that can be mounted, for example, in the price strip on a shelf, or on a shopping cart is a two piece plastic material that is self coiling so that the display media will roll itself up after being pulled down and then released. One of the two pieces of display media is securely fastened to a mounting bracket at one end and is attached to a tube at the other end. The other piece of display media is loosely or slidably attached to the mounting bracket and is attached to the tube at the other end. A display or advertisement is placed between the two pieces of self-coiling display media and prevented from upward movement by a retainer strip when the display media is coiling upward.