Could Standing in a Half-Day Line the New Hip Thing to Do? Some People Believe So
Shortly before 06:00 on a Weekend morning, a queue is lengthening moment by moment on a crowded downtown street.
It's dark and cool, but the people at the beginning of this line say they've been standing from 8 PM the previous night.
A young woman stands with many of other people hoping to be the first shoppers at beauty brand Skin Cupid's first store.
The teenager, who is here with her sibling and mother her parent, might just purchase the items online - but she wants to be part of the queue.
"Waiting in line is exciting and exhilarating - the anticipation of entering, and thinking 'I'm finally here,'" she explains.
The Science Behind Queue Culture
Dr Nilufar Ahmed from the University of Bristol explains the "expectation" of what is to come when queuers reach the front of the queue - the "reward" - plays a big part in the reason people do it.
Queuing for "enjoyable events" - like shopping for premium products, discounted goods, or tasty treats - creates a "distinctly different" sensation to waiting for something ordinary such as buying groceries.
"The expectation of obtaining a prize results in the production of the feel-good chemical... which creates positive feelings," the expert adds.
Social Benefits of Waiting
Twenty-six-year-old Maryam has been waiting in line from 5 AM.
"I get to encounter strangers and experience a wonderful time," Maryam explains, as she puts her hand around someone she initially encountered this morning.
"There exists a feeling of companionship - we're all here together," Cheryl notes, exchanging queue experiences with people in the line.
Marketing Approach and Exclusivity
Companies are now attempting to create queues and that sensation of rarity by luring customers with free products, the opportunity to acquire hard to buy merchandise, and social media-ready activities.
Catherine Shuttleworth, creator of consultancy Savvy, says this is becoming a "expanding part of the complete marketing mix", something which is presently "very strong in the UK".
Complimentary Items and Event Appeal
For 31-year-old a queuer, it's the attraction of a free item which encourages her to stand in the queue.
"They're distributing complimentary items - an entire package of goodies," she explains, adding it's "fun" and so she'll do it again.
"Freebies are great," another participant comments, "but it's more about how enjoyable something is."
Contemporary Promotion Trends
A marketing manager from an events company - whose role it is to create line-inducing activities throughout Europe - says they're a way for companies to "cut through the competition and be distinctive".
"This approach is making them more notable to consumers," she says, explaining that contemporary buyers are "growing bored with conventional advertising" and "want to be part of something".
When staff begin handing out bracelets to the initial two hundred individuals in the line, these dedicated queuers will be able to receive a goody bag with their purchase once the store opens its doors.
Overall, people in the line seem to have been enjoying themselves.
"It's about positive energy," Maryam summarizes.
