Impulsive buying behavior refers to an unplanned, sudden, and immediate purchase made by a consumer without extensive prior consideration. In retail consumer behavior, impulse buying is important because consumers do not always follow a rational decision-making process. A shopper may enter a store intending to purchase only a few essential items but may suddenly buy clothing, cosmetics, snacks, accessories, or electronic products after seeing an attractive offer or display. Impulse purchases are influenced by a combination of psychological, personal, situational, product-related, and retail-environment factors. One of the most important factors is the consumer’s emotional state. Consumers who are happy, excited, relaxed, bored, stressed, or emotionally dissatisfied may be more likely to make impulsive purchases. Shopping can provide temporary pleasure and emotional satisfaction. For example, a consumer experiencing stress may purchase clothes or food as a way of improving mood. Positive emotions generated by an attractive shopping environment can also encourage spontaneous buying. Retailers therefore use pleasant music, attractive lighting, comfortable interiors, and appealing product presentation to create positive emotional responses. The consumer’s personality also influences impulse buying. Some individuals naturally have a stronger tendency toward impulsiveness than others. Consumers who enjoy novelty, excitement, experimentation, and immediate gratification are generally more likely to purchase products spontaneously. In contrast, consumers who are highly disciplined, cautious, and strongly oriented toward planning may be less likely to make unplanned purchases. Personality traits such as self-control, materialism, sensation seeking, and susceptibility to temptation can therefore influence impulse buying behavior. Age is another significant factor. Younger consumers are often more open to experimentation, fashion trends, entertainment products, and new brands. They may be strongly influenced by social media, celebrities, peer groups, and digital promotions. Older consumers may sometimes demonstrate more deliberate purchasing behavior because of greater experience and established buying habits, although impulse buying can occur at every age. The effect of age also depends on the product category and shopping situation. Income and purchasing power influence the ability of