Is Standing in a Half-Day Line the New Cool Thing to Do? Some Individuals Believe So
Just before 06:00 on a Friday morning, a queue is expanding moment by moment on a busy central London street.
The atmosphere is dim and cool, but the people at the front of the queue report they've been standing since 20:00 the last night.
A young woman waits with hundreds of other people who want to be the initial customers at beauty brand Skin Cupid's inaugural store.
The teenager, who is present with her sibling and mother her parent, might just purchase the items online - but she desires to be involved in the queue.
"Waiting in line is exciting and exhilarating - the anticipation of entering, and feeling 'I'm finally here,'" she explains.
The Psychology Behind Queue Culture
A psychologist from the academic institution explains the "expectation" of what is to come when those in line get to the front of the queue - the "prize" - plays a significant part in the reason people do it.
Waiting for "enjoyable events" - like buying for premium products, a bargain, or tasty treats - generates a "completely separate" sensation to waiting for something more mundane like purchasing groceries.
"The anticipation of obtaining a prize results in the release of dopamine... which makes us feel good," the expert adds.
Social Benefits of Queueing
Twenty-six-year-old a participant has been waiting in the queue since 5 AM.
"I get to encounter new people and experience a wonderful experience," Maryam states, as she wraps her arm around a person she initially encountered this morning.
"There exists a sense of companionship - everyone is present collectively," Cheryl notes, sharing waiting stories with people in the line.
Brand Strategy and Exclusivity
Brands are now attempting to generate queues and that sensation of rarity by luring customers with free products, the chance to acquire difficult to obtain stock, and social media-ready experiences.
Catherine Shuttleworth, creator of consultancy Savvy, explains this is turning into a "expanding component of the complete marketing mix", something which is presently "particularly popular in the UK".
Complimentary Items and Experience Appeal
For 31-year-old a queuer, it's the attraction of a free item which encourages her to stand in line.
"They're giving out free products - an entire package of goodies," Phillipa says, noting it's "fun" and so she'll do it again.
"Complimentary items are great," Tahira Jan states, "however it's more about how pleasurable something is."
Contemporary Promotion Trends
Millie Davison from One Events UK - whose job it is to dream up line-inducing activities across Europe - explains they're a way for companies to "stand out from the noise and be distinctive".
"It's making them more notable to customers," she says, noting that contemporary shoppers are "growing disinterested with conventional advertising" and "desire to be part of something".
As staff begin distributing wristbands to the initial two hundred individuals in the queue, these committed participants will be able to receive a goody bag with their purchase once the shop opens its entrance.
In general, participants in the line appear to have been having fun.
"It's about good vibes," one participant summarizes.
