Abstract: A merchandise accentuator for a store shelf having a molding along the forward edge thereof, the molding forming a channel strip of uniform cross-section having flanges laterally bounding a web portion and providing mutually opposed grooves forwardly of the web portion, the accentuator including a board having a circuit on one side for electrically developing display drive signals, a display mounted on said one side of said board and being operatively connected to said circuit for providing a visual representation corresponding to said drive signals, an independent voltage source mounted on the other side of said board and being operatively connected to the circuit, the accentuator being mounted in the board in the channel in the molding.