A gun range's billboard playing on the Black Lives Matter movement is causing a bit of stir in the Northern California city of Chico.

The billboard outside the Down Range Indoor Training Center in Butte County reads "Black Friday Matters."

Will Clark, the CEO and owner of the range, says the billboard is designed as a promotion for attracting Black Friday business.

"Small business is the life blood of our economy and hiring people and keeping people employed," Clark said. "So kind of we are pushing that whole emphasis of shop local for Black Friday."

Those opposed to the sign believe the wording is inappropriate and marginalizes the activist movement.

"It seemed to me that they minimized all of the issues that were surrounding Black Lives Matter," Rex Bell said.