Abstract: The functionality and effectiveness of a goods feeding device for a front carton of a plurality of cartons or goods trays of a shelf-ready packaging system arranged one behind the other on a shelf of a display and storage rack, with goods or goods packaging stored therein, is further improved. The goods feeding device has a pusher plate for the goods on a slide housing which allows a manual rack-loading of deep commercial racks with narrow shelf spacings and a plurality of cartons or goods trays stored one behind the other is made substantially easier. This is achieved by virtue of the fact that the pusher plate is fixed in a height-adjustable manner to the slide housing and can be moved out of an erected work setting into a flattened position.