Sometimes, late at night after her husband has fallen asleep, Heather Mitus looks up from her laptop and realizes she’s fallen down the rabbit hole again.

Clicking doggedly in the dark, she toggles between multiple tabs as she surveys the vast landscape of online retail.

Right now, the 34-year-old has a daunting shopping agenda, and time is short. Presents for the holidays, furnishings for her home renovation, and a slew of new baby products — times two — as she prepares for the arrival of her twins.

But knowing she needs things and actually buying them is another story.