Visual merchandising is vital to improving the sales of women's apparel, especially in the current scenario. The main purpose of this study is to identify the correlation, relationship, and influence of visual merchandising on sales and customer purchasing behaviour. This research study has been carried out in Kerala State, India. A total of 150 respondents were selected through the random sampling method. Simple percentage analysis has been used to identify the respondent’s profile, and a simple linear regression method has been used to predict the sales impact of visual merchandising. This study will provide more insights to garment factory owners, shop owners, and the retail industry, which will be helpful in defining strategies for their businesses. The regression line equation: Ŷ = 12.1105 + 0.6771X is derived from the statistical result, and it shows that the regression line slope: b₁=0.6771 CI [-3.0052, 4.3594] means that when you increase the purchasing behaviour of women by 1, the value of the visual merchandise impact on sales increases by 0.6771. The y-intercept: b₀=12.1105 CI [-130.2426, 154.4636] means that when Purchasing Behaviour of Women equals 0, the prediction of Visual-Merchandising Impact on Sales's value is 12.1105. The x-intercept equals -17.887. This study's results are limited to Kerala State only. It might differ from region to region and country to country. There is further research scope in this subject to explore how the sales percentage varies with respect to year on year with changes in apparel models, sizes, nuance, trends, fashions for different age groups, etc.