Abstract: Disclosed is an apparatus and method for the packaging of salable articles. The articles to be packaged are placed within spaced holders carried by an endless belt which advances the article through the apparatus while various operations are being performed thereon. A drive mechanism advances and periodically interrupts movement of the endless belt and operates a display card transfer mechanism. Movement by the transfer mechanism is in two directions, vertically, to pick up a display card from a supply and subsequently place it in juxtaposition to the article in the holder, and horizontally whereby a display card is transferred from the supply to a position over the conveyor belt and holder. Simultaneous with the placement of the display card in juxtaposition to the article, one or more labels are applied to an article and display card positioned in another holder to form a package. At least one of the labels is preformed in order to better conform to the contours of the article and display card.