Whether it's an early morning shopping spree on a Saturday, a quick trip to Office during your lunch break or a late-night ASOS order, our penchant for buying shoes is a 24/7 obsession.
But for some reason, whenever we attempt to elegantly slide into a new pair of heels, we end up looking more like the ugly sisters squeezing on a glass slipper than Gigi Hadid on the red carpet.
And now we know why.
According to Hollywood's celebrity podiatrist Dr. Sanford Weitzbuch (via WhoWhatWear.com), there is an optimum time for trying on heeled shoes.
Weitzbuch advises to shop for shoes later in the day because blood circulation varies depending on whether you're been on your feet or in tights shoes.
'If you buy shoes first thing in the day, your foot may swell later on and the shoe will not fit well,' he says.
He explains: 'If you shoe shop later in the day, it will still fit fine in the morning and be comfortable throughout the day.
'Shopping for shoes anytime after 4 p.m. should account for swelling.'
So, the next time you have the burning desire to satisfy your footwear craving, time your shopping trip or trying on your online shopping haul to 4pm when feet are at their maximum swelling to ensure the perfect fit.