A method for operating an electronic shelf label system, wherein the system comprises shelf labels fastened to shelf edge strips, wherein the shelf labels are designed such that they can be supplied with energy in a contactless manner, and the shelf edge strip comprises a supply device for contactlessly supplying energy to the shelf labels fastened on it, and the shelf edge strip comprises at least one conductor loop, wherein the conductor loop is a constituent of the supply device of the shelf edge strip and the conductor loop is used for emitting a signal, which can be generated by the supply device, for the purpose of the said supply of energy of shelf labels positioned on the shelf edge strip in a manner corresponding to the conductor loop, wherein according to the method, the said signal is generated with the aid of the supply device and emitted via the conductor loop and the respective shelf label positioned corresponding to the conductor loop stores electrical energy, which is transmitted with the aid of the signal from the supply device to the shelf label, in a rechargeable long-term energy storage device and uses the same for its operation outside of a time period where the signal is present.