The topic of festival effect on costumer buying behavior is an important issue to the company. One of the most significant features of the total product is the place where it is bough or consumed. In some cause, the place, more specifically the atmosphere of the place, is more influential than the product itself in the purchase decision. To improve customer purchase, many stores spend a lot of time to demonstrate special merchandise display in festival to attract customers. In the paper, we focus on merchandise display and emotional contagion to explore display of goods to perceived value and emotional contagion to mood, and their effects on customer impulsive buying. We use experimental method to manipulate merchandise display of store (festival display store / no festival display store) and emotional contagion (with emotional contagion environment / no emotional contagion environment) and to measure perceived value and impulsive buying with Likert scale. We infer that the store with festival merchandise display and emotional contagion environment will effect on impulsive buying.