Could Waiting in a 12-Hour Line the Latest Hip Activity to Do? These People Think So
Shortly before 06:00 on a Weekend morning, a queue is lengthening by the second on a crowded downtown street.
It's dim and chilly, but the people at the beginning of this line say they've been standing from 20:00 the previous night.
A young woman waits with many of other individuals hoping to be the initial shoppers at beauty brand Skin Cupid's first store.
The teenager, who is here with her sister and mom Cheryl, might just purchase the items via the internet - but she desires to be involved in the line.
"Waiting in line is exciting and exhilarating - the anticipation of walking in, and thinking 'At last I've made it,'" she explains.
The Science Behind Queue Culture
A psychologist from the University of Bristol explains the "anticipation" of the eventual outcome when queuers get to the front of the line - the "prize" - plays a significant part in the reason people do it.
Waiting for "pleasurable activities" - such as buying for luxury items, a bargain, or delicious food - generates a "completely separate" sensation to queuing for something more mundane such as purchasing everyday items.
"The expectation of obtaining a reward leads to the release of dopamine... which creates positive feelings," the expert adds.
Community Aspects of Queueing
Twenty-six-year-old a participant has been waiting in line since 05:00.
"I get to encounter new people and have a really nice experience," she explains, as she puts her arm around a person she first met earlier today.
"There exists a feeling of camaraderie - everyone is present collectively," Cheryl explains, exchanging queue experiences with those in the queue.
Brand Strategy and Exclusivity
Brands are now trying to generate queues and that feeling of exclusivity by luring customers with free products, the chance to get their hands on difficult to obtain stock, and social media-ready activities.
Catherine Shuttleworth, founder of consultancy Savvy, says this is becoming a "expanding part of the complete marketing mix", something which is currently "very strong in the UK".
Complimentary Items and Event Appeal
For 31-year-old Phillipa Obisor, it's the attraction of a free item which motivates her to wait in the queue.
"They're distributing complimentary items - a whole bag of treats," she says, adding it's "enjoyable" and so she'll do it again.
"Freebies are great," Tahira Jan states, "but it's primarily concerning how pleasurable something is."
Modern Marketing Trends
Millie Davison from an events company - whose job it is to create queue-worthy events throughout Europe - says 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, explaining that contemporary buyers are "becoming disinterested with conventional advertising" and "want to be part of something".
As employees start handing out bracelets to the first 200 people in the line, these committed queuers will be eligible to receive a goody bag with their acquisition when the store throws open its doors.
Overall, people in this queue appear to have been having fun.
"It's about positive energy," one participant summarizes.
