This study investigates the impact of consumer mood on impulse buying behavior in organized retail stores in Varanasi, considering factors such as promotions, store layout, and perceived cash availability. Data were collected from 160 shoppers across major retail outlets including Jiomart, Spencers, Zudio, Vishal Mega Mart, and V2Kart, of which 140 valid responses were analyzed using IBM SPSS 26 and SmartPLS 4. The findings reveal that the store environment significantly influences consumer emotions, which subsequently affect shopping experience and perceived cash availability. However, promotions and discounts were found to have no significant impact on consumer mood, indicating that while they attract customers, they do not necessarily enhance emotional states during shopping. Importantly, consumer mood acts as a key moderator of impulse buying behavior, with positive moods increasing the likelihood of impulsive purchases. The study suggests that retailers can improve sales by designing favorable store environments that positively influence shoppers’ emotional experiences.