Abstract: A fishing lure card for holding fishing lures and a card holder for holding a plurality of these cards are disclosed. The fishing lure card includes a row of vertical interconnected transparent tubular sleeves, in which fishing lures may be suspended, and a pair of mounting ears. The card holder has two laterally spaced vertical side members having slots to receive the mounting ears of the fishing lure cards. The card holder further includes a detachable cover and is pivotably attachable to the gunnel of a boat. This arrangement keeps fishing lures readily available, visible and untangled when the card holder is mounted to the side of a boat.