Abstract: A self-fronting merchandise display box. The box has a horizontal bottom, two sides, a back panel and a front panel. A plurality of merchandise containers form a merchandise column within the box. A rubber band is held adjacent the front panel of the box and extends around the back of the merchandise column. As the front merchandise container is lifted upwardly out of the box, the remaining column of merchandise is moved forward by the retraction of the rubber band. Preferably, a follower plate is located behind the rear of the merchandise column.