Abstract: A novel sales display case for baked goods, confectionaries and the like has a support base with a horizontal work plate extending the entire width of the case and positioned toward the rear of the support base, as well as a display structure opening at its rear, and a plurality of goods display plates positioned on the floor of the display structure inclined toward the front thereof. A considerably better presentation and accessibility with comparatively large goods capacity is achieved by attaching the work plate substantially level with the rear directed ends of the goods display plates in the display structure, by making the goods display plates detachable and rectangular and by providing an upwardly protruding lip on the free, rear long edge of the work plate.