In accordance with the teachings described herein, an RFID antenna system is provided for detecting RFID tags on a display structure. The antenna system may include an antenna having an elongated conductor extending from a feeding point to a grounding point in a configuration that defines at least two loops and that has at least two conductor sections crossing each other at an intersection location between two adjacent loops, with a dielectric interposed between the conductor sections at the intersection location. The antenna may be attached to the display structure and may be located at a position on the display structure in relation to a reflective plane that allows the antenna to have a directional longitudinal radiation pattern that radiates into an area of the display structure that is configured to support a displayed item with an attached RFID tag.