Is Waiting in a Lengthy Line the Latest Hip Thing to Do? Some People Think So
Shortly before 06:00 on a Weekend morning, a queue is expanding by the second on a busy central London street.
The atmosphere is dark and chilly, but the people at the beginning of the queue report they've been standing since 8 PM the previous night.
A young woman stands with hundreds of other people who want to be the first customers at Korean cosmetics retailer Skin Cupid's inaugural store.
The teenager, who is here with her sister and mom her parent, could just purchase the items via the internet - but she wants to be part of the line.
"Waiting in line is exciting and electrifying - the build up of walking in, and feeling 'At last I've made it,'" Christina explains.
The Psychology Behind Line Waiting
A psychologist from the University of Bristol says the "expectation" of the eventual outcome when those in line reach the beginning of the line - the "reward" - has a big role in why people do it.
Queuing for "pleasurable activities" - like shopping for luxury items, discounted goods, or tasty treats - generates a "completely separate" feeling to queuing for something more mundane like purchasing groceries.
"The expectation of receiving a reward results in the release of the feel-good chemical... which makes us feel good," she adds.
Community Aspects of Queueing
26-year-old a participant has been standing in line since 05:00.
"I get to meet new people and have a wonderful experience," she explains, as she puts her hand around someone she first met earlier today.
"There exists a feeling of companionship - we're all here together," Cheryl notes, sharing waiting stories with people in the queue.
Brand Strategy and Rarity
Brands are now trying to create queues and that feeling of rarity by luring customers with free products, the chance to acquire difficult to obtain merchandise, and TikTok-worthy activities.
A marketing expert, creator of marketing firm Savvy, explains this is becoming a "growing component of the complete 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 wait in the queue.
"They're distributing complimentary items - an entire package of goodies," Phillipa says, adding it's "enjoyable" and so she'll do it again.
"Complimentary items are wonderful," Tahira Jan comments, "but it's more about how enjoyable something is."
Modern Marketing Developments
A marketing manager from One Events UK - whose job it is to create line-inducing activities across Europe - explains they're a way for companies to "cut through the noise and stand out".
"It's helping them more notable to consumers," she states, noting that contemporary buyers are "becoming disinterested with traditional media" and "desire to be involved in something".
When staff begin handing out wristbands to the first 200 individuals in the queue, these committed queuers will be able to receive a goody bag with their acquisition when the shop opens its entrance.
In general, people in the line seem to have been having fun.
"It's about positive energy," Maryam summarizes.
