The topic of this paper is “The influence of situational factors on impulsive behavior of consumers.” Unplanned purchase, otherwise known as impulsive purchase, occurs when a consumer experiences sudden, instant desire to buy something in that moment. An impulsive purchase results in an instant satisfaction that consumer feels when buying a product, without thinking about consequences and whether they really need that product or not. Instant gratification, satisfaction, happiness, excitement, euphoria occur and all of these are causally consequential results of impulsive purchase. Situational factors driving impulse purchases are divided into several segments: physical environment, social environment, time as a situational factor and psychological state. The goal of the research part of this paper is to determine how important the layout within the store is to consumers when buying and whether the layout of the store itself really affects impulsive purchase and how much physical environment affects impulsive purchases. By physical environment we include arrangement of stores, music, colour and crowds as situational factor. The research was conducted on 224 respondents through a survey questionnaire, results will be presented by tables, graphs, and the veracity of two set hypotheses will be tested.