Elderly shopkeeper Julian Karim saw off this utterly hapless armed robber - by simply throwing his 'swag bag' back in his face.
Mr Karim, 69, was behind the till when the masked, hooded raider stormed into the store wielding a gun, threw a crumpled carrier bag on the counter and demanded cash.
Unfazed, the quick-thinking shopkeeper simply picked up the bag and threw it back in the robber's face - causing the bungling criminal to quickly flee the store.
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Mr Karim, who has run Central Stores in Cheltenham for 30 years, said: 'He said "Give me the money". I thought he was having a joke or something.
'I said "What are you on about?" and he demanded the money again.
'I told him to get out and threw the bag at his face and I turned around to get something to defend myself with, and when I turned round he had gone.'
Mr Karim even chased the robber out of his shop after the raid at 9.40pm on Saturday, but the assailant escaped.
He added: 'I was scared when he pulled out the gun, but I thought I'm not giving him any money.
'I've been here for 30 years and we've never had anything like this before. We don't get any trouble, I'm quite well-known around here.
'I told my customers about it and some were really upset, one was crying. But I want to thank them, they've been really good and very supportive.
'A lot of them have given me their mobile phone numbers so I can call them if I have any trouble.
'I've been here a long time and it's a really good area.'
The armed robber is described as a white man, about 5ft 9ins tall and around 25 years old, and was wearing a dark hooded top, a balaclava, dark tracksuit bottoms and trainers with light-coloured laces.
Police have urged for anyone with information on his identity to come forward, by calling 101 and quoting incident 133 of April 20.