The subject of the final paper is to explain the concept of impulsive shopping, goals, consumer reactions and explain everything on the example of the company Zara. Impulsive purchase is any form of unplanned purchase that the consumer accidentally, suddenly decides on. There is an incentive in the consumer to buy a certain product that he accidentally saw in a store or somewhere else. Looking at impulsive shopping, it can be said that it is a trap for consumers on which they very often "fall". Today, the world we live in is experiencing day by day technological advances, various digitalizations, globalization, additional features that in the past we could not even imagine. All this can help manufacturers when creating new products, entering new markets, searching for target groups of consumers because there are various tools for monitoring consumers, understanding their wishes and needs and finding the best solutions. With the help of technology, new markets have been formed, new ways of working and surviving on it, but there are also shortcomings. As much as it is easier for manufacturers to expand in the market, it is just as difficult to survive in it. Every manufacturer indescribably strives to be the best of the competition and to be the number 1 consumer when choosing. The competition is getting stronger and more dangerous every day. It takes a lot of knowledge and skills to survive for a long time in the first place with other manufacturers, ie competitors. Impulsive shopping is interesting in research because it is necessary to find out what happens in the minds of consumers at such moments, and at the same time, it has a significant share in total purchases. One of the examples of impulsive shopping is the company Zara, which is one of the largest international fashion companies, and has been operating since 1975.