When Black Friday comes round, we're usually inundated with stories of shoppers being horrified by brawls in the aisles as customers scrabble to grab bargains before the window of opportunity slams shut.
But today it seems Britain's bargain-hunters are angry for precisely the opposite reason.
Instead of complaining about all the fussing and feuding, people are taking to Twitter to complain about the lack of it.
It seems some people went out to see a bit of fisticuffs, and got rather annoyed when they didn't get any.
Take a look at the reaction below