Self-piercing electronic label receiver flag sign holder

An apparatus, system and method for mounting and removing electronic shelf label (ESL) modules includes a channel having a first portion for receiving an ESL module and a second portion for receiving a display holder. A tool aids in removal of the ESL from the first portion and aids in removal of the display holder from the second portion. The display holder has an engagement edge that fits into the second channel and a sign gripper with a movable portion connected to a fixed portion. A peg on the movable portion extends through the sign and into a hole in the fixed portion.