Photo by John Quilty.

While stores are hoping that Black Friday sales will bring charge-happy shoppers out in full force, Reverend Billy is hoping that people will hold on to their cash. The Rev & Co. were up bright n' early this morning to kick-off their annual Buy Nothing Day at Macy's. At 4:30 a.m. the troupe was "preaching and singing to citizens to accept the Stop Shopping Gospel into their hearts."

They reported back saying, "This year's crowd was only about 2/3rds the size of last year, people are realizing the debt frenzy is a dead end and spending the day after Thanksgiving in with loved ones is a priceless investment."

At 3 p.m. they'll be holding a Dance Your Debt Away party at Union Square park, where they promise "live music, striking elves, celebration of public space," and the unveiling of Rev. Billy's 10 Commandments Of Buylessness.