A 9-year-old boy and his father were among three people fatally shot Friday night when they were ambushed outside of a liquor store in San Bernardino, marking the 37th homicide of the year in the city, police said.

The shooting was reported around 9:15 p.m. in the 2900 block of Del Rosa Avenue, according to the San Bernardino Police Department.

Police said the victims went to Superior Liquor store and as they walked out, the shooter approached them from behind and fired several rounds, striking them.

One victim died the the scene, and the other two were transported to a hospital where they later died, according to the San Bernardino Police Department.

The victims were later identified as 9-year-old Travon Williams, his father 26-year-old Travon Lamar Williams and 25-year-old Samathy Mahan.

Investigators believe Mahan, a documented gang member and a recently paroled felon, was the intended target, according to police.

Police released surveillance images of the suspected shooter who fled the scene.

Said Baji, who works at the liquor store, watched the shooting from behind the counter and rushed out to help.

"I see the little boy shot in head," Baji said. "I went back in the store and called 911."

A man pictured in a hoodie on surveillance footage is the suspected shooter.

Police said the suspected shooter was waiting for Mahan outside, and approached him from behind. Police said he opened fire, also killing Williams who was at the store buying candy for his son.

Charlotte Tyson came by the store with her daughter, the same age as Travon, to pay her respects.

"I have to explain to her another black-on-black crime," Tyson said. "Now we have a child that's her age."

Anyone with information is asked to contact Detective Granado at (909) 953-4675 or Sergeant Sullivan (909) 384-5663.