In this lesson on retail for tenth-year students, the focus is on display equipment used in stores. The discussion covers different types of display equipment such as counters and their uses, like showcasing products or facilitating customer interactions in various retail environments, including fashion stores and supermarkets. Examples include glass counters that display items while providing security for more expensive products, as well as conveyor belts used for organizing products in supermarkets. The lesson also highlights the importance of effective product display in enhancing the shopping experience.