Is Standing in a 12-Hour Queue the New Hip Activity to Do? Some People Think So
Shortly before 06:00 on a Friday morning, a queue is growing by the second on a crowded downtown street.
It's dim and cool, but the people at the front of this line report they've been waiting since 20:00 the previous night.
Christina Spence waits with hundreds of other people hoping to be the first customers at Korean cosmetics retailer Skin Cupid's inaugural store.
The teenager, who is present with her sister and mother her parent, could simply buy the items online - but she desires to be involved in the queue.
"Queuing up is exciting and exhilarating - the build up of entering, and feeling 'At last I've made it,'" Christina states.
The Science Behind Line Waiting
A psychologist from the University of Bristol says the "expectation" of the eventual outcome when queuers get to the beginning of the line - the "prize" - has a significant part in the reason people do it.
Queuing for "enjoyable events" - like shopping for premium products, a bargain, or tasty treats - creates a "distinctly different" feeling to queuing for something more mundane like buying groceries.
"The anticipation of receiving a reward results in the production of the feel-good chemical... which creates positive feelings," she continues.
Social Benefits of Queueing
26-year-old Maryam has been standing in the queue from 05:00.
"I get to meet new people and experience a wonderful time," she states, as she wraps her arm around a person she initially encountered earlier today.
"There's a feeling of companionship - everyone is present collectively," Cheryl notes, sharing queue experiences with those in the queue.
Marketing Approach and Rarity
Companies are now attempting to create lines and that feeling of rarity by luring customers with complimentary items, the opportunity to acquire hard to buy merchandise, and social media-ready experiences.
Catherine Shuttleworth, founder of consultancy Savvy, explains this is becoming a "expanding component of the complete promotional strategy", 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 wait in the queue.
"They're distributing complimentary items - an entire package of treats," Phillipa explains, adding it's "enjoyable" and so she'll do it again.
"Complimentary items are wonderful," another participant comments, "however it's more about how enjoyable something is."
Contemporary Promotion Trends
Millie Davison from One Events UK - whose job it is to dream up queue-worthy activities throughout Europe - says they're a way for companies to "cut through the competition and stand out".
"This approach is making them more memorable to customers," she says, explaining that modern buyers are "becoming disinterested with traditional media" and "want to be part of something".
As employees begin distributing bracelets to the first 200 people in the queue, these committed participants will be eligible to pick up a gift package with their purchase when the shop opens its entrance.
Overall, participants in the line seem to have been having fun.
"It's about positive energy," Maryam summarizes.
