Abstract: The proximity-based wireless advertising system includes a personal dedicated wireless electronics device that has display and alerting features. A wireless transceiver interacting with a web application over the internet or local area network can deliver marketing messages to the personal electronics device when a person carrying the device is at a location within the range of the wireless transceiver unit's signal. Advertising messages are delivered based on both the retailers' and customers' preferences. Retailers and advertisers can choose advertising preferences for their consumers by using a web application user interface. Software is provided that integrates with the retailer's point of sale software to electronically process any relevant coupons.