The current research aimed to ascertain the impact of the in-store factors on the impulse purchsing behavior of Pakistani’ ffootwear consumer’. Do the in-store factors, store environment, store promotions, friendly employees, hedonic motivation, good mood, and impulse buying tendency influence the consumers when they visit the store or not? The research design took a deductive approach and survey strategy as methodological tools. The consumers of the footwear industry were approached and asked to complete the questionnaires. The study took a total sample size of 250. The recollected questionnaires were 218 out of 250, making it a response rate of 87 percent. The structural equation modeling technique (SEM) was used with AMOS’s help to analyze the data. The finding elaborated on the positive and significant impact of all the in-store factors, like the atmosphere,friendly staff, sales, etc., on consumers’ impulse buying behavior. The urge to buy impulsively plays a pivotal part in the in-store factors and impulse buying behavior. This study took the in-store factors of impulse buying behavior in Pakistan’s footwear industry, which no researcher has studied until now.