Consumer behavior is a multidimensional and interdisciplinary field in science. It occurs a larger attention of scientists with the appearance of the contemporary times. That is a result of a numerous changes on the global market, but also in the lifestyle of modern society. The impulsive buying is one of possible behaviors in this science field. It is determinated by characteristics of consumers, emotions, impulse and current mood. This type of consumer behavior is quite opposite to the planned and rational purchase. Among the many factors that determine consumer behavior, impulsive buying is determinated by socio-cultural and economic characteristics, especially age, manner and lifestyle, friendships and family relationships, employment status, income level and similar. Impulsive buying in the future will continue its international growth and development, as well as numerous and dynamic changes in contemporary times. Its share of about 30% of the world's total purchases will continue to grow and will maximize the interest of scientists, marketing experts and traders to explore this consumer behavior.