Could Standing in a 12-Hour Line the New Hip Thing to Do? These Individuals Think So
Just before 6 AM on a Friday morning, a line is expanding by the second on a busy downtown street.
The atmosphere is dim and chilly, but those at the beginning of the queue say they've been waiting from 8 PM the last night.
A young woman stands with many of other people who want to be the first shoppers at beauty brand Skin Cupid's first store.
The 16-year-old, who is present with her sister and mom her parent, could just purchase the products online - but she desires to be part of the line.
"Waiting in line is exciting and electrifying - the anticipation of walking in, and thinking 'I'm finally here,'" Christina explains.
The Science Behind Queue Culture
A psychologist from the University of Bristol says the "anticipation" of the eventual outcome when queuers get to the beginning of the queue - the "reward" - plays a significant role in the reason people participate.
Queuing for "enjoyable events" - like buying for luxury items, a bargain, or delicious food - generates a "completely separate" sensation to waiting for something ordinary such as buying groceries.
"The expectation of obtaining a reward results in the release of dopamine... which makes us feel good," the expert continues.
Social Benefits of Queueing
26-year-old Maryam has been waiting in line since 05:00.
"I have the chance to encounter strangers and experience a wonderful time," she explains, as she puts her arm around a person she first met earlier today.
"There exists a feeling of companionship - everyone is present collectively," another participant notes, sharing queue experiences with people in the queue.
Brand Strategy and Exclusivity
Brands are now trying to create lines and that feeling of rarity by tempting customers with free products, the opportunity to acquire hard to buy stock, and TikTok-worthy activities.
A marketing expert, creator of consultancy Savvy, says this is turning into a "expanding component of the overall marketing mix", something which is presently "particularly popular in the UK".
Freebie Culture and Experience Appeal
For 31-year-old Phillipa Obisor, it's the appeal of a complimentary gift which encourages her to stand in the queue.
"They're giving out complimentary items - an entire package of treats," she says, adding it's "fun" and so she'll repeat the experience.
"Freebies are great," Tahira Jan states, "however it's primarily concerning how pleasurable something is."
Modern Marketing Trends
Millie Davison from One Events UK - whose role it is to dream up queue-worthy events throughout Europe - explains they're a method for brands to "stand out from the noise and be distinctive".
"It's making them more notable to consumers," she says, explaining that modern buyers are "becoming bored with conventional advertising" and "want to be part of something".
As employees begin handing out wristbands to the first 200 individuals in the line, these dedicated participants will be able to pick up a goody bag with their purchase when the store opens its doors.
Overall, people in the line appear to have been having fun.
"It's about good vibes," Maryam concludes.
