A manual bottom supporting shelf allocation and management system for allocating shelf space among rows of products and for moving the rows of products toward the shelf front includes a plurality of adjacent shelf allocating and managing units. Each unit includes a base and side divider wherein at least one row of products is positioned on the base adjacent the laterally supporting divider. Each unit is a modular tray which may be, while filled with a row of products, lifted clear of the shelf and moved to another shelf location. A backstop is behind the products so that the products may be manually moved towards the front of the shelf when the backstop is drawn forward while the base remains stationary.