Abstract: A planar sign (16) is retained by a sign holder (1) suitable for mounting on a shelf (18). The sign holder includes a prong (8) that fits within an orifice (11) so that the sign is gripped between panel 7 and the half 12, thereby securing the sign to the shelf 18. The sign includes a tab (20) that is formed with a series of edges (23, 25, 27, 29) that define a circuitous pathway leading to a radius (34) that prevents the further advance of the prong (8). By aligning the circuitous pathway of the sign (16) with the prong (8) and advancing the sign so as to guide the prong through the pathway, the sign may be inserted into the holder (1) even if the holder has been folded and the prong secured while previously used to hold a sign.