A display hook includes a light at its free end to call attention to the merchandise attached to the hook. The hook includes a base for attachment to a perforated board, a shaft attached to the base, a light located near the free end of the shaft and an energy source for providing power to the light. A pair of studs in the base are selectively engageable in the apertures of the board. Batteries, or an electrical power source, located near the base or at the end of the hook or remote from the hook provide power to the light.