To provide a showcase illuminating apparatus which does not require an additional decorative lighting and a power source and can save a space and enhance a merchandise display effect and a merchandise appealing.

The illuminating apparatus is provided with an illuminating unit 100 fixed on a bottom surface of a shelf plate 11 and a translucent decorative member 43 fixed on a front end portion of the shelf plate 11. The illuminating unit 100 is provided with a rail member of an almost Z-shaped cross-section combining an upper horizontal plate and a lower horizontal plate by a perpendicular plate, an illuminating light emitting element which is fixed on a bottom surface of the upper horizontal plate and illuminates the lower shelf plate, a decorative light emitting element 59 which is fixed on an upper surface of the lower horizontal plate and emits light upward, and an input combination connector 61 and an output combination connector 63 which are introduced out from both ends in a longitudinal direction of the rail member 55 and can be combined with each other and can supply power to the illuminating light emitting element and the decorative light emitting element 59. The translucent decorative member 43 has at least in its part a decorative light emitting region which emits light from the decorative light emitting element 59 coming from a rear surface.