Abstract: A window treatment swatch card and a swatch card display for displaying a plurality of groups of swatch cards. Each swatch card has an actual sample of window treatment material and indicia identifying information associated with the particular window treatment material attached on a first portion thereof. Each swatch card within each group is provided with indicia identifying information associated with the corresponding sample on a second portion thereof. The display unit includes a plurality of columns of pockets, each of which is closely sized for one group of said swatch cards to be removably stored therein in an upright fashion. The swatch cards, having a height slightly greater than that of each pocket, permit each different sample to be viewed before being removed from the pocket and taken home and kept by the consumer.