Shocking moment shoppers throw rolls of Christmas wrapping paper at each other in brawl at west London Aldi store

A bizarre fight involving two women and tubes of Aldi Christmas wrapping paper has been mocked on social media, with some suggesting it's a sign the festive 'shopping season has begun'.

The strange incident, which was filmed today in Hounslow's Aldi, saw two women in a furious verbal altercation that soon turned ugly.

Despite desperate Aldi staff trying to keep the peace, the two women reached for the wrapping paper and began furiously beating each other over the head with it. 

After the crowd pulls the two fighters apart, the pair resort to launching the paper instead - although with limited success. 

MailOnline has approached Aldi and the Metropolitan Police to ascertain what caused the confrontation and what happened next. 

After the footage was shared on social media, many people took to the comments to question why they were behaving in this manner and joke at the seasonal nature of the fight. 

One said: 'Yep, it's time to start your Christmas shopping now!'

Another said the odd confrontation was a poor example of a fight. 

They said: 'Nothing to see here but standard expressive dance by the ladies.' 

Another commented that the scenes of bedlam were more like something you might see at an American Black Friday shopping event.   

They joked: 'Folks in London putting on their best impressions of Black Friday in Florida.' 

Another said that given the cheap nature of the paper it was probably a bargain worth taking. 

They joked: 'Yeah, but that 99p Xmas wrapping paper is worth battering someone for though.'