Abstract: A rotating shelf display comprises a plurality of upstanding side walls defining an enclosure. The enclosure has a front half and a back half, with at least one of the side walls at the front half of the enclosure being transparent so that objects on the shelf can be seen from outside. Within the enclosure is a circular rotating shelf. The vertical axis of the shelf lies between the front half and the back half of the enclosure. The shelf comprises a disk having an outer edge and a rim upwardly extending about the outer edge. Disposed within only the back half of the enclosure are means for supporting the shelf for rotation about its vertical axis. The supporting means comprises at least three vertical members secured within the back half of the enclosure. Mounting pegs are detachably secured to each vertical member. An axle is affixed to each mounting peg. A roller is rotably attached to each axle.