A merchandise display hook for fishing rods has an elongated shaft originating in a hanger fixture for hanging or arranging on a vertical support surface and extends from there to a terminal end formed or affixed with hook formation for carrying a fore section of rod handle. The display hook includes a retainer attached to the shaft in between the hanger fixture and hook formation for retaining a section of the rod handle that is in between the fore section and the rod's butt end. The shaft is arranged to project from the hanger fixture generally horizontally. The hook formation and retainer are cooperatively arranged to cantilever the fishing rod in a suspended projecting disposition. Preferably the hook is hung about head high or higher. A row of such display hooks carrying a procession of fishing rods forms sort of a picket canopy in a retail setting over aisles.