Abstract: Disclosed is a low-voltage plug and play display system that separates a load support system (e.g., brackets and gondola uprights) from a conductive system. Three embodiments include: (1) an elongate vertical electrically-insulated conductive metal strip disposed on the surface of a gondola that works with a shelf connector to supply electric current to a lighting device; (2) an elongate vertical electrically-insulated conductive metal strip contained in an upright that fits inside the gondola upright that works with a shelf connector; and (3) a transmitter (TX) strip placed on the gondola surface, or remotely, to transfer power to receiver(s) to provide electric current to a lighting device. In all three embodiments, lower voltage DC current such as DC 12V converted by an adaptor is supplied to the conductive strip or transmitter TX strip. Lighting devices include LED devices. All three embodiments work for new, or for retrofitting existing, gondola systems.