The main research problem was to determine the impact of situational factors on shopping in the supermarkets. The emphasis was on exploring the influence of the physical environment, social environment, time as situational variables, and psychological conditions. The main goals of this study were to determine which situational factors, and how determine buying in the supermarkets, and on such basis to offer some suggestions for marketers. The physical environment has proven to be the most influential of all situational factors. The results show that the appearance and interior decoration represent the most important elements of the physical environment. Although sometimes unaware, along with the appearance and interior design, the store and its organization are very important for the consumers, as well as tags on the products, which greatly influence their consumption. Location of the store is important factor that consumers benefit from in order to save their available time. Social environment also affects consumer behaviour. The consumers with children tend to spend more money than planned. Psychological states have different impacts on different consumer personalities. Some consumers shop to comfort themselves, others refuse to go shopping, others engage in impulsive buying behavior. Finally, the conclusions, research limitations and future research suggestions can be found at the end of the paper.