A merchandising shelf label holder, particularly for holding or carrying an electronic shelf label (ESL), with an integral protective mechanism, including a bumper to withstand impacts from shopping carts and the like. The bumper includes a substantially semicircular bulbous section extending in a direction away from the shelving and further away from the shelving than the ESL and that curves back toward the shelving with a vertical plate that is in contact with the shelving or extension thereof. The protective mechanism also includes a rear support stop member that engages the label holder when impacted.