Could Standing in a Lengthy Line the New Trendy Activity to Do? These People Believe So
Shortly before 6 AM on a Friday morning, a line is expanding by the second on a busy downtown street.
The atmosphere is dark and chilly, but the people at the beginning of the queue say they've been waiting from 20:00 the previous night.
Christina Spence stands with hundreds of other individuals who want to be the initial shoppers at Korean cosmetics retailer Skin Cupid's first store.
The teenager, who is present with her sibling and mother her parent, might simply buy the products via the internet - but she desires to be part of the line.
"Queuing up is thrilling and exhilarating - the anticipation of entering, and feeling 'At last I've made it,'" Christina explains.
The Psychology Behind Queue Culture
Dr Nilufar Ahmed from the University of Bristol says the "expectation" of the eventual outcome when queuers reach the beginning of the line - the "prize" - plays a significant part in why people do it.
Queuing for "enjoyable events" - like buying for luxury items, a bargain, or tasty treats - creates a "completely separate" feeling to waiting for something ordinary such as purchasing groceries.
"The anticipation of receiving a reward results in the release of dopamine... which makes us feel good," the expert continues.
Social Benefits of Waiting
26-year-old Maryam has been waiting in line from 5 AM.
"I have the chance to encounter new people and experience a wonderful experience," Maryam states, as she wraps her hand around someone she initially encountered earlier today.
"There exists a feeling of companionship - everyone is present collectively," Cheryl notes, exchanging waiting stories with people in the queue.
Brand Strategy and Exclusivity
Brands are now attempting to generate lines and that feeling of exclusivity by luring shoppers with free products, the opportunity to get their hands on hard to buy merchandise, and social media-ready experiences.
A marketing expert, creator of consultancy Savvy, says this is turning into a "expanding component of the overall marketing mix", something which is currently "particularly popular in the UK".
Freebie Culture and Experience Appeal
For 31-year-old a queuer, it's the appeal of a free item which motivates her to stand in the queue.
"They're distributing complimentary items - a whole bag of treats," Phillipa explains, noting it's "fun" and so she'll repeat the experience.
"Freebies are wonderful," another participant comments, "however it's more about how enjoyable something is."
Modern Marketing Trends
A marketing manager from One Events UK - whose role it is to create line-inducing events throughout Europe - explains they're a method for brands to "cut through the noise and stand out".
"This approach is helping them more notable to consumers," she states, explaining that modern buyers are "becoming bored with conventional advertising" and "want to be involved in something".
As staff start handing out bracelets to the initial two hundred individuals in the line, these dedicated participants will be able to receive a gift package with their acquisition when the store throws open its doors.
Overall, participants in the line seem to have been enjoying themselves.
"It's about good vibes," one participant concludes.
