The aim of this study is to explore consumers’ impulsive buying tendency and the variety seeking as a form of consumer behavior, using the example of fast fashion products, and to determine the factors that cause consumers to make impulsive purchases of fast fashion products. In order to achieve this objective, primary research was conducted through a survey (and by using a questionnaire created in Google Forms), on a convenient sample of 112 respondents. The conducted research has shown that the majority of respondents deny a tendency towards impulse buying. However, a more detailed analysis of their answers to subsequent questions showed the opposite. Through their responses about their shopping behavior and the factors that motivate them to make impulse purchases, respondents displayed significant tendencies towards impulse buying, often driven by discounts and the attractiveness of store displays. This suggests that the respondents may not be fully aware of their impulsive tendencies or do not interpret their behavior as impulsive. Analyzing the respondents' answers on the variety seeking when purchasing fast fashion products, a certain ambivalence is observed. On one hand, almost half of the respondents expressed a preference for change and variety, indicating a desire to express personal style or follow new trends. On the other hand, the average ratings of statements about seeking novelty and experimenting with new fast fashion products are slightly positive, suggesting a moderate interest in exploring new styles but also a certain preference for familiar products.