A point-of-purchase illuminating display comprises a vertical display panel having three sets of lights mounted to its front surface. A first set of lights is spacially arranged around a left side of the display panel perimeter. A second set of lights is spacially arranged around a right side of the display panel perimeter. The third set of lights is arranged in the shape of an arrow pointing upward and is positioned on an upper portion of the display panel between the first and second sets of lights. A digital control circuit controls sequential illumination of the first and second sets of lights beginning from the bottom middle of the display panel and sequencing around the left and right sides of the panel to the top mmiddle portion of the panel. Following the sequential illumination of the first and second sets of lights, the third set of lights is simultaneously illuminated twice by the digital circuit control. The control circuit then resets to or repeat the cycle.