At first, the parents try to ignore the screaming man at the mall telling their children they've been lied to about Santa Claus.
Then it becomes clear he's not going to stop.
"Kids, I want to tell you today that there is no such thing as Santa Claus," the man tells people waiting in line for Christmas photos at the Westgate Mall in Amarillo, Texas. "Santa Claus does not exist. The Christmas season is about Jesus.
"The man you're going to see today is just a man in a suit dressed up like Santa."
The shouting man is David Grisham, an evangelical street preacher from Anchorage, Alaska, who has shouted his sermons at people across the country for nearly a decade.
On Saturday, his unwilling audience was a group of families at Westgate's seasonal Christmas village.
Grisham paid no heed to calls to "chill out" from parents — and as his sermon picked up momentum, things were about to get ugly. "Don't lie to your children and tell them there's such a thing as Santa, when you know in reality that there are no flying reindeer, there is no workshop at the North Pole … that you buy all the gifts and put them under the tree."
A girl in a Santa hat stared, wide-eyed. Other children shot confused looks at their moms and dads. And a few parents decided to take action.