An electronic sign which includes a number of two-dimensional (2-D) bar code readers which read a two-dimensional bar code label on a back side of a corresponding number of item description cards. The two-dimensional bar code labels are situated adjacent the two-dimensional bar code readers when the item description cards are installed. Each two-dimensional bar code label contains price data for the item associated with the item listed on the item description card. The two-dimensional bar code label may additionally contain promotional data. Each two-dimensional bar code reader is activated by a switch only when necessary to read the two-dimensional bar code label. The switch is preferably activated manually.