Marketers use scarcity promotions to increase the sales by increasing the value of the products and services for the customers. These scarcity promotions create the value of the offerings but trigger competition among consumers to secure the limited quantity product, which in-turn leads to aggression among consumers. Scarcity promotions of Big Billion Day (India), Boxing Days (UK) and Black Fridays in the US point to negative sentiments, scary moments, verbal and physical abuse, violence and even incidents of shooting leading to death. Such negative emotions are neglected as an object of research. Prior literature on the dark side of scarcity promotions affirmed the presence of aggression in general. This research advances a step further by (i) highlighting the presence of: “Instrumental Aggression” than generic aggression (ii) providing a conceptual framework of effect of scarcity promotions on consumer behavior and equity restoration, and (iii) defining aggression in consumption context. The study uncovers the underlying causal mechanism behind aggression and provides recommendations for firms to inhibit aggression among consumers triggered because of scarcity promotions.