Emotionally driven unplanned buying has come as an important part of consumer behaviour, especially in modern retail setup. This study evaluates the emotionally triggered unplanned purchase behaviour of consumers, with special reference to the D-Mart store. The primary objective of the study is to identify and analyse the factors influencing consumers’ emotional responses and unplanned purchase decisions during shopping visits. Primary data were collected from 100 customers visiting the D-Mart store in Nandurbar city through a structured questionnaire. The study analyses the influence of factors such as in-store promotional offers, product display strategies, family and peer influence, and consumers’ emotional situation on unplanned purchase behaviour. The findings indicate that promotional strategies, systematic store layouts, and attractive visual merchandising positively influence consumers’ tendency towards emotionally driven unplanned purchases. Demographic variables such as age, gender, and income also shows a moderate influence on purchasing behaviour. Lastly, situational factors, including discounts and promotional offers, along with psychological factors such as the fear of missing out (FOMO) and excitement, play an important role in shaping unplanned purchase decisions. The study gives practical implications for retailers by highlighting the advantages of effective store layouts, promotional strategies in enhancing customer experience and improving sales.