A label holding strip is formed of extruded plastic material, with front and back panels joined integrally along the bottom region of said strip to form an upwardly opening pocket for the reception of labels. The upper portions of the panels are of a generally uniform thickness, while the bottom region of the strip, preferably in the form of a forwardly projecting lobe, is of a significantly (20% or more) greater thickness. A smooth transition region joins the thinner and thicker portions of the strip. The front and rear panels, in the lower portions, are spaced apart a distance not less that the thickness of labels intended to be inserted therein. Upper portions of one of the panels, typically the front panel, curve toward the other panel for gripping a label inserted in the pocket.