A shelving system supporting consumer products includes a base structure, a plurality of vertical support members, side cross-members, and a mobile support shelf. The base structure includes two side base members and a front base member attached to each side base member to define a substantially U-shaped enclosure. Each vertical support member includes a base end and a top end and each support member is attached to the base structure at the base end. Each side cross-member is coupled between two vertical support members. The mobile support shelf includes a shelf frame adapted to fit within the U-shaped enclosure. The shelf frame includes wheels coupled to the shelf frame and a latch pin adapted to engage a slot in a proximate side base member as the shelf frame is inserted into the U-shaped enclosure. The mobile support shelf includes a shelf pivotally coupled to a topside of the shelf frame.