The objective of the study is to find out what factors trigger a customer to go for impulse buying decision. Previous researches show the relationship of different variables like situational characteristics i.e. availability of money, time and which make customers to go for impulsive buying. This research focuses on store environmental characteristics, loyalty of customers with the store, and emotions of the customers. The results of this study show a positive relationship between variables of store environment characteristics and store loyalty with the positive emotions of the customers and their direct impact also show a positive relationship with the impulsive buying. Both variables store loyalty and store environment characteristics have positive impact on customer positive emotions. Customer’s positive emotions served as a mediating variable and results show a positive relationship which indicates a partial mediation. This study is helpful for retailers and companies to understand how customers are thinking these days. As this is observed those customers not only shop to fulfill the needs and wants but they shop to rewards themselves as well. Customers shop unplanned when they find their love brand well merchandized manner which reflects the original image of the brand.