Impulse Buying is a prevalent phenomenon in consumer behaviour characterized by spontaneous, unplanned purchases triggered by a variety of emotional, psychological, and environmental factors. This article explores the underlying motivations and influences that drive impulse buying, including the role of promotions, store layouts, and sensory stimuli, which can create an enticing shopping environment. Research indicates that factors such as mood, peer influence, and personal circumstances also significantly impact consumers’ propensity to make impulsive purchases. Additionally, the article discusses the implications of impulse buying for retailers and marketers. Understanding consumer behaviour in this context is crucial for enhancing sales strategies, as retailers can design targeted promotions and create visually appealing displays that encourage impulse purchases. By tapping into the emotional triggers that drive spontaneous buying, business can significantly boost their sales. Moreover, the study considers the psychological effects of impulse buying on consumers. While some individuals may experience immediate feelings of satisfaction and excitement following an impulse purchase, others may later grapple with feelings of regret or buyer’s remorse. This dichotomy highlights the complexity of impulse buying and its varying impact on individual consumers.