A lighting apparatus for display includes a plurality of illumination units each including a light source that emits illumination light and a lens body, wherein the plurality of illumination units are disposed in parallel along one end of a front surface side of the display item, and the lens body has an incidence section to which illumination light enters, a reflecting surface that condenses the illumination light entering from the incidence section in a same direction by reflecting the illumination light, a first emission surface that emits the illumination light from the one end of the front surface side of the display item toward other end, and a second emission surface that emits some of the illumination light entering the reflecting surface from the one end of the front surface side of the display item to a closer side in a depth direction by allowing a transmission thereof.