A cardboard display case for DVDs and the like has a box-like case of folded cardboard with a plurality of shelves on three sides for displaying goods. A retractable pop-up display header extends above the top face of the case near the back. There is a hollow inside the case so that the header can be retracted within the case for shipping. When at a retail store, for example, the header is pulled up to display graphics above the top of the case. A folded cardboard member within the case has a retractable shelf supporting the header when extended above the case. The shelf is folded out of the way when the header is retracted within the case.