What is sleepy shopping?
"Sleepy shopping" is PayPal's name for online purchases made between 9pm and 5am. Its Bedtime Browsing Report, released in February 2026, found the habit is now mainstream in Australia.
Source: PayPal Bedtime Browsing Report, via SmartCompany, February 2026.
SmartCompany covered the findings and asked several Australian brands what they were seeing in their own stores. SynxBody founder and CEO Rachael Ferguson shared our numbers, and they tell a specific story about foot pain.
The pattern isn't random browsing. Our late-night customers tend to buy one specific product to fix one specific problem: heel pain, burning feet, sore arches. Orders in this window also skew towards lower-value, single-item purchases. That fits what we know about decision fatigue. At 10pm, nobody wants to compare twelve options. They want the thing that fixes the pain they're feeling right now.
"Sometimes it's the only shopping that gets done." Rachael Ferguson, Founder and CEO, SynxBody, speaking to SmartCompany
Why foot pain peaks at night
Your feet carry your full body weight for every step you take during the day. By evening, the tissue under your heel and through your arch is fatigued, and if you've been standing for long periods your feet and ankles may be slightly swollen.
Then you sit down. Work is done, the kids are in bed, and there's nothing left competing for your attention. The ache you pushed through all day is suddenly the loudest thing in the room. So you pick up your phone and search for a fix.
A few common patterns we hear about:
Heel pain after a long day
Repeated impact through the heel irritates the plantar fascia and the fat pad underneath. Plantar fasciitis has a second signature too: sharp pain on your first steps after rest, including first thing in the morning.
Burning under the ball of the foot
Pressure on the metatarsal heads during the day often shows up as burning once you rest. Thin-soled shoes, hard floors and long shifts make it worse.
Swollen ankles and heavy, tired legs
Long periods of sitting or standing let fluid pool in the lower legs. It's most noticeable at the end of the day, after a flight, or during pregnancy.
Dry, cracked heels
You notice them when you finally take your shoes off, or when they catch on the sheets.
Match the symptom to the fix
If you're shopping late at night, skip the endless scrolling. Start with the symptom you actually have.
| If you're feeling | Start with | Why it helps |
| Heel pain or plantar fasciitis | SynxSole Plantar Fasciitis Insoles | Dual density foam and gel cushion the heel, and the ¾ design elevates the heel to ease tension on the plantar fascia and Achilles. |
| Ongoing heel, arch, knee or back pain from poor alignment | SynxSole AlignPro | Dual density insole with a firm base that realigns the foot and ankle, and a cushioned top layer that absorbs impact. |
| Burning feet or ball of foot pain | SynxGeli Gel Power Insoles or Ball of Foot Cushion with Toe Loop | Gel cushioning under the metatarsal heads reduces the pressure that causes burning. |
| Swollen ankles, tired or restless legs | SynxPlus Flight & Recovery Compression Socks | Class 2 Medical Compression (23–32 mmHg) across 5 graduated zones. |
| Plantar fasciitis, heel, arch, Achilles or ankle pain overnight | SynxPlus Foot & Ankle Compression Sleeves | Class 2 Medical Compression (23–32 mmHg), designed for day and overnight wear. |
| Tight calves, sore muscles | Sports Massage Magnesium Roll On or SynxPlus RelaxaPulse | 32% magnesium, menthol and arnica, or a vibrating roller with 4 pulse settings and 90 acupressure points. |
| Dry, cracked heels | SynxPedi Diamond Luxe Heel Balm with SynxGeli Gel Heel Socks | 25% urea, hyaluronic acid and pentavitin, held against the skin overnight by gel-lined socks. |
Read the full story: Sleepy Shopping: Nearly four in five Aussies are buying between 9pm and 5am on SmartCompany.
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