The people of the world may stop, but capitalism doesn’t.

Whenever a tragedy happens, everything changes, unless you’re Kmart.

The retailer took a break from promoting their 15 must-have toys for the holidays on Friday to tweet their condolences (above) for the people in Newton, CT affected by the shooting earlier today, but still threw in the hashtag #fab15toys.

Because what’s a heartfelt tweet without a little shameless promotion?

They have since deleted that tweet, and attempted to do some damage control with a flurry of new tweets hours later:

Attention all: We have decided to halt the remainder of today’s Twitter party due to the events in Connecticut.#Fab15Toys

— Kmart (@Kmart) December 14, 2012

In light of today’s tragic events we have ended the Fab 15 Toy chat and we discourage any further use of the tag. Please pray for #Newtown.

— Kmart (@Kmart) December 14, 2012

We’re glad they finally realized what’s really important today, and it definitely isn’t toys.

[Image via Twitter.]