Abstract: A directory frame for receiving a directory card or the like for use on a shopping cart. A pair of frame members are mounted back-to-back on a shopping cart and are adapted to receive a store directory or product advertisement placard. A raised rim portion extends around the periphery of the frame members to position the directory cards, while tab sections in the directories align with and are inserted into slots in the frame members to affix the directory cards. There are apertures in each corner of the frame member for receiving the corners of a directory card. Insertion and removal of directory cards can be accomplished without the aid of hand tools.