To prevent a pusher from falling out of a moving member when the pusher returns in a prone posture in a merchandise pushing device.

A pusher 6 is inserted and supported by the shaft part 82b of a slider 8, turnable back and forth with respect to the slider 8 and energized to an erecting posture by a return spring 37. When the pusher 6 returns to a standby position after pushing a pack of cigarettes 2, it returns in a prone posture while inclining forwardly. The pusher 6 is subjected to position regulation to be in the prone posture by such a manner that the regulatory surface 65a of its front comes into contact by pressure with the regulatory surface 85 of the slider 8. The contact surface between the surfaces 65a and 85 is a surface crossing orthogonally the moving direction of the slider 8. Since force received when the pusher 6 comes into contact with the pack of cigarettes 2 when it returns is received with the surface 85 crossing orthogonally the moving direction of the slider 8, the component of force in the direction of being taken off from the part 82b is relieved.