Oscar winner Michael Moore has taken to Facebook to post a lengthy status criticising people who laugh at videos of chaotic scenes across the US when stores open on Black Friday.
He argues that rather than these pictures representing consumers who are out of control, they represent struggling Americans who are, "living from paycheck to paycheck" and have to sleep out for goods that they could otherwise not afford to buy.
Moore takes issue with "hipsters at home laughing" at the footage, and posting "smug" comments calling the shoppers "crazy idiots".
Going on this footage from the midnight opening of an Urban Outfitters store in a Californian mall on Black Friday 2011, 'hipsters' are not immune to the allure of holiday deals.
Elsewhere
Beneath headline stats - like Amazon US reporting its busiest ever day last Friday, selling 64 items a second - total sales across the US were down.
It is too soon to compile definitive figures, but the Washington-based National Retail Federation say that sales across the board were down by as much as 11 percent over the weekend.
Some think that the novelty of Black Friday is starting to dim, and that discounts are becoming more spread out over the holiday season, leading to less frantic buying.
It could also be a sign that the slow economic recovery in the US is failing to translate into higher incomes or increased consumer confidence.
