This paper deals with the study of impulse buying among generation Z, which grew up in a digital environment and is therefore more susceptible to the influence of online shopping and social networks. In the introductory part, consumer behavior, decision-making stages and factors influencing purchase decisions are analyzed, with special emphasis on impulse buying. Generation Z is characterized by a specific behavior that includes a high level of presence on digital platforms, which affects their impulsiveness when purchasing. The paper explores how online shopping and social media play a key role in driving impulsive decisions, using targeted marketing strategies such as personalized ads, discounts and limited offers. Research findings show that social networks have a significant impact on the behavior of Generation Z, encouraging impulsive buying through constant exposure to ads and influencer content. Also, digital shopping enables easier and faster realization of impulsive decisions due to the simplicity of transactions. Brands use a variety of tactics to capture Gen Z's attention, including interactive campaigns and personalized offers. The paper highlights the importance of understanding the impulsive behavior of generation Z, which can help companies adjust their strategies and optimize marketing activities in order to increase sales and attract this demographic group.