(PIX11) -- The aim, according to the Grassroots Groups hoping to inspire a day of retail outrage, is to pull black dollars out of Black Friday.
No justice, no profits, they say.
It's a direst response to the St. Louis county grand jury's decision not to indict officer Darren Wilson for the fatal shooting of unarmed teen Michael Brown.
It was a decision that touched off a wave of violence among protests on the streets of Ferguson following the decision.
And on one of the biggest shopping days of the year, protesters are banking on retailers to notice the lack of their dollars in the mainstream marketplace on this Black Friday.
This movement is a more peaceful response to the decision that spawned so much anger and one they think will ring loud and clear, like a cash register.
Also, a number of celebrities will gather at Lincoln Center later today for a dramatic reading of the screenplay for the iconic film "Do the Right Thing," including some who were in the movie.
It's a free event they say is designed to raise awareness of what they consider to be a staggering level of human rights violations against Americans throughout the United States.