The sleep industry may seem undesirable to some, but it has recently become a target for multiple startups. Companies such as Purple and Casper have updated their business models to become more easily accessible online. These changes have paved the way for the online mattress industry to take off and catch the attention of tech-based people wanting to create startups. Online mattress companies are now offering a money-back guarantee of up to 100 days. It makes sense to give people a chance to test your product before becoming fully invested in it. Developing compressible mattresses is another reason for the surge in online mattress sales. This helps make mattresses easier to ship. A fun, relationship-based marketing strategy is another reason. Millennials enjoy shopping online to begin with, and campaigns that appeal to them only strengthen business.