Black Friday sales are annoying enough in Toronto already. Seriously, we're in Canada and Black Friday should be just like any other day of the year; we're not on holiday or recovering from thanksgiving dinner, mainly because our thanksgiving is in October. But alas, the sales have migrated over the border and seem to get bigger year after year.

One Toronto store, however, is getting attention for its Black Friday sale, but for all the wrong reasons. Serpentine menswear store in Yorkville thought it would be fun to use the hashtag #BlackFridaysMatter to describe its pre-Christmas shopping bonanza in an email blast.

Along with the hashtag, it included a black and white photo of what looks like a civil rights demonstration on its Instagram feed. Black Lives Matter Toronto condemned Serpentine for using the Black Lives Matter movement as a joke.

Serpentine's initial email went out at around 9:15 a.m. yesterday morning and the store put out an apology at 2:30 p.m that same day.

"We at the Serpentine want to take this opportunity to apologize for the confusion and frustration people are feeling regarding our Black Friday post. The post was purely intended to reference the droves of people that shop for deals this coming Friday," reads the notes on Serpentine's Instagram.

"The post was a play on words not meant to disrespect anyone or any group. We have customers of all races, religions and orientations. Serpentine is a multicultural boutique from its staff, all the way down to its brands across the globe."