Abstract: A fishing lure holder is provided which safely and releasably secures the fishhook tips of fishing lures and which neatly displays the lures for convenient selection by fishermen. The preferred fishing lure holder includes a support body defining a U-shaped trough, means for mounting the body to a support surface with the trough opening upwardly, and resilient, synthetic resin material received within the trough. In use, the holder is preferably mounted to the upper surface of a boat gunwale or to the lower surface of a boat seat by hook-and-loop fasteners or by screws. Lures can then be neatly arranged on the holder for convenient removal therefrom by embedding the tips of the hooks in the material with the shank of the hooks and bodies of the lures extending downwardly along the exterior of the holder.