an overhead retail merchandising display for cigarettes is provided . the height of the display is continuously adjustable to the varying heights of store personnel . the display is distinctive and attractive in appearance , while at the same time being simple to construct and operate . it is supported by generally upright posts which preferably telescope so that they can be adjusted to the height requirements of a given installation . for finer adjustment to the height of store personnel , it is provided with a mechanism for raising and lowering it on the upright posts and retaining it in any selected position .