An anti-fur protest is taking place on Black Friday, urging shoppers not to purchase real animal fur during the post-Thanksgiving-sale rush.

Protesters will gather on the northern side of Union Square near Geary Street at 10:30 a.m, before leading a march through San Francisco’s shopping district. The march will be followed by live street theater, and the handing out of flyers to passersby.

“Fur-Free Friday” is an annual event, organized by In Defense of Animals, Direct Action Everywhere, and People for the Ethical Treatment of Animals (PETA).