Purpose – The purpose of this paper is to uncover and reflect upon the key theoretical underpinnings of grocery window display and provide managerial implications for current independent grocers. Design/Methodology/Approach - In this article we have explored The Grocer periodical from 1890 – WWII to uncover theoretical underpinnings for window display for boutique and independent retailers today. A thematic analysis was used to uncover theoretical bases to expert’s advice (Braun and Clarke, 2008) and an inductive approach taken at the semantic level of analysis using description through to interpretation based on the literature (Patton, 1990). Research limitations/implications - We have found that advertising theory can help us to understand the expert views of the periodical. Lastly we have provided specific guidelines for modern day retailers regarding the organisation of their display, its content, persuasive techniques and execution, as well as some general warnings.