To provide a temperature control apparatus for an open showcase which can eliminate uneven temperature when a merchandise display shelf is heated, and allows energy-saving operation of a heater.

A temperature control apparatus for an open showcase which heats merchandise displayed on a merchandise display shelf includes: a merchandise number detecting means for detecting the number of merchandise which detects the number of merchandise taken out from the merchandise display shelf; a plurality of areas provided by being divided from the front side to the deeper side of the merchandise display shelf; and a heater and a temperature sensor provided in each of a plurality of areas, respectively. A purchase frequency at which the merchandise is purchased is determined based on the detection of the merchandise number detecting means. Each heater is respectively ON/OFF-controlled in response to at least one of the purchase frequency and the detected temperature of the temperature sensor.