Could Waiting in a Lengthy Line the New Cool Thing to Do? Some Individuals Think So
Just before 06:00 on a Weekend morning, a line is expanding moment by moment on a busy central London street.
It's dim and chilly, but those at the front of the queue say they've been standing since 20:00 the last night.
A young woman stands with hundreds 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 Cheryl, could just buy the products via the internet - but she wants to be part of the queue.
"Queuing up is thrilling and electrifying - the anticipation of walking in, and feeling 'I'm finally here,'" she explains.
The Science Behind Line Waiting
A psychologist from the University of Bristol says the "anticipation" of what is to come when those in line reach the beginning of the line - the "prize" - plays a significant role in why people participate.
Waiting for "enjoyable events" - like buying for premium products, discounted goods, or delicious food - generates a "completely separate" sensation to waiting for something more mundane like buying groceries.
"The anticipation of obtaining a prize leads to the production of the feel-good chemical... which creates positive feelings," she adds.
Community Aspects of Queueing
26-year-old Maryam has been standing in the queue from 5 AM.
"I get to encounter new people and have a really nice time," she explains, as she puts her hand around a person she initially encountered earlier today.
"There exists a sense of camaraderie - we're all here collectively," another participant explains, exchanging queue experiences with people in the queue.
Brand Strategy and Exclusivity
Companies are now trying to create lines and that sensation of exclusivity by luring customers with complimentary items, the opportunity to acquire difficult to obtain merchandise, and TikTok-worthy experiences.
Catherine Shuttleworth, creator of marketing firm Savvy, explains this is becoming a "growing component of the overall marketing mix", something which is presently "particularly popular in the UK".
Complimentary Items and Experience Appeal
For 31-year-old Phillipa Obisor, it's the appeal of a free item which encourages her to stand in line.
"They're distributing complimentary items - a whole bag of treats," she explains, adding it's "fun" and so she'll repeat the experience.
"Freebies are wonderful," another participant states, "however it's more about how enjoyable something is."
Contemporary Promotion Trends
Millie Davison from One Events UK - whose role it is to create queue-worthy activities across Europe - explains they're a way for brands to "stand out from the competition and be distinctive".
"This approach is helping them more memorable to customers," Millie states, noting that modern shoppers are "growing disinterested with conventional advertising" and "desire to be part of something".
As employees start distributing bracelets to the initial two hundred individuals in the line, these committed participants will be able to receive a goody bag with their purchase when the shop opens its entrance.
In general, people in this queue seem to have been enjoying themselves.
"It concerns positive energy," Maryam summarizes.
