The implementation of a short renewal cycle has become one of the competitive alternatives for apparel retailers to respond quickly to fast-changing consumer tastes. This strategic orientation affects consumer decision-making by inducing perishability of the store offerings. The purpose of this study was to examine the impact of perceived seller-induced perishability (as a result of a short renewal cycle) on perceived desirability of products urge to buy and purchase acceleration. The proposed model was tested in a field setting with female shoppers from two leading fast fashion retailers in the United States. This study found that perceived seller-induced perishability significantly enhances the perceived desirability of products and intensify the urge to buy while shopping which in turn accelerates purchases. In addition to perceived seller-induced perishability perceived desirability of products also contributed to intensifying the urge to buy. A number of theoretical and managerial implications were discussed and major areas of future research were suggested.