Abstract: A simulated rock numerical display device includes a unitary solid body having an outer surface resembling a natural rock. The body further includes a base which forms a recess for holding a digital numeric display. The numeric display can be selectively set to a desired price and revealed during a sales transaction by a seller directing the base toward a buyer. Upstanding front, back, and side walls extend from the base and substantially converge at a top surface. The top surface includes an irregular contour indicative of a rock.