Abstract: A shelf sign is designed for use with a conventional bookend that typically includes a horizontal plate for slipping beneath a book, and a U-shaped retainer vertically extending therefrom. The sign includes a planar display member having a pair of juxtaposed pockets formed therein. A first, wide pocket receives the U-shaped retainer on the bookend and a second, narrow pocket receives any one of a plurality of identification strips to describe a particular category to be displayed on a shelf. Accordingly, when a user positions the bookend next to a group of items in a conventional fashion, the identification strip is readily visible from either end of an aisle.