By reference to period retailing narratives, this paper examines the changed significance of shop window displays for British grocers with the transition from counter‐based to self‐service from the late 1940s to the 1960s. The ‘well‐dressed’ window showing a selection of goods and price offers became an early casualty of changed retail practices. Opportunities presented by self‐service for comprehensive stock displays and in‐store promotion proved a decisive challenge to the art of the grocer's window display. These displays had been ubiquitous; large and small shops alike tried to impress passers‐by with examples of their stock range. Self‐service shops had different internal space requirements and soon it was more important that potential customers could see the well‐stocked aisles and activity within.