Massive Rug Sale

I'll be honest. It's been bugging me for a while. Every weekend there's a poor guy who sits with his coffee and book on the road by the train station with a huge black and luminous orange sign saying:

"This weekend: MASSIVE RUG SALE"

What does this mean exactly? Is it a massive rug sale (as in a sale selling loads and loads of rugs)? Or does it mean a massive rug sale (as in a sale of one hyaouge ginormous rug)?

Someone please put me out of my misery and tell me the answer please because I am getting very close to actually going up to the guy and asking him myself, which I don't want to do because a) it is a wierd thing to do and b) it could be seen as slightly patronising.

I hate being a grammar dork.