With the rapid development of the new retail market, traditional department stores have been innovating in the changing era. In 2017, the sales of Chinese department stores increased by 2.4 %, which increased by 2.7% compared with the same period last year. The trend gradually became good. In the process of the transformation of department stores, sales promotion was used as a common marketing method under the off-line department stores, in order to stimulate the cooperation between marketing staff and customers, and they could get additional value. This paper collects data from Hangzhou City and Nanchang City by questionnaire survey, and analyze the impact of department store promotional characteristics on consumers'impulse buying by using SPSS and AMOS data in order to learn more about consumer behavior.This paper validates the research hypothesis and concludes that the time and quality limited promotion, the advertising promotion and the Department Store Service have a significant impact on the consumer impulse buying, while the price discount and the Department Store atmosphere are not significant to the impulse buying. Finally, the marketing staff should make the promotion activities in order to meet the needs of different consumers. Focus on the timing of promotion activities, combined with online and offline activities, attract consumers to produce impulse consumption behavior, promote the sales of department store.