Abstract: A label holder for general merchandising has a pair of resilient fingers which permit it to be clipped onto a lower flange of a shelf. The holder is bottom-loading and includes an opaque back portion of durable plastic and a transparent window portion, the two extruded portions uniting along an upper edge. The window portion is generally coextensive with the back portion and preferably extends past the lower edge thereof Two sets of rigid ribs overlap in the space between the back portion and the window portion and interact to clamp an upper edge of a label retaining it in place until removal or relocation is desired.