diff --git a/src/output/help.rs b/src/output/help.rs
index dbbddd9e..44794681 100644
--- a/src/output/help.rs
+++ b/src/output/help.rs
@@ -750,7 +750,18 @@ impl<'b, 'c, 'd, 'w> Help<'b, 'c, 'd, 'w> {
             if !first {
                 self.none("\n\n")?;
             }
-            self.warning("SUBCOMMANDS:\n")?;
+
+            let subcommand_string = self.parser.app.subcommand_placeholder.unwrap_or("SUBCOMMAND");
+            self.warning(subcommand_string)?;
+            // TODO: simply appending an 's' doesn't work for every string.
+            let pluralizer = if subcommand_string.chars().last().unwrap_or('D').is_lowercase() {
+                "s"
+            } else {
+                "S"
+            };
+            self.warning(pluralizer)?;
+            self.warning(":\n")?;
+
             self.write_subcommands(&self.parser.app)?;
         }