Lot of factors influence impulse buying behavior. External factors are one of them and can be crucial when it comes to attracting customers. External factors that have been investigated in this study are situational factors (physical surrounding, social surrounding, time, shopping task and previous conditions with which the consumer enters the shopping surrounding), visual merchandising, price discounts and point of purchase promotion. Research results confirm that all of these factors influence impulse buying behavior. When it comes to situational factors, physical surrounding has proven to be the most effective one. Price discounts, visual merchandising and point of purchase promotion are very effective tools for attracting consumers and encouraging them to buy. Price discounts were the only reason for buying the product for lot of the respondents. Furthermore, visual merchandising is present in the whole store and is used to position the products in the best way to get the customers’ attention. Research has shown that point of purchase promotion does not go unnoticed as well and can be very effective when it comes to grabbing the attention and creating the interest of customers. Based on the research results and confirmed hypotheses, the suggestions and guidelines were given to the marketing experts in order to use these factors efficiently and to increase the sales.