Is Standing in a Half-Day Line the New Cool Thing to Do? Some People Believe So
Just before 06:00 on a Weekend morning, a line is expanding moment by moment on a crowded central London street.
The atmosphere is dark and chilly, but those at the front of this line say they've been standing since 20:00 the previous night.
A young woman waits with hundreds of other individuals hoping to be the first shoppers at beauty brand Skin Cupid's inaugural store.
The teenager, who is present with her sibling and mom her parent, might simply purchase the products online - but she desires to be involved in the queue.
"Waiting in line is exciting and exhilarating - the build up of walking in, and feeling 'At last I've made it,'" Christina states.
The Science Behind Queue Culture
A psychologist from the University of Bristol says the "expectation" of what is to come when queuers get to the front of the queue - the "reward" - plays a big role in why people participate.
Queuing for "enjoyable events" - like buying for luxury items, discounted goods, or delicious food - generates a "completely separate" feeling to waiting for something ordinary like buying everyday items.
"The anticipation of receiving a prize leads to the production of the feel-good chemical... which makes us feel good," she adds.
Social Benefits of Queueing
Twenty-six-year-old a participant has been standing in the queue from 05:00.
"I get to meet strangers and experience a really nice experience," Maryam states, as she wraps her hand around a person she first met this morning.
"There's a sense of camaraderie - we're all here together," another participant explains, exchanging queue experiences with those in the queue.
Marketing Approach and Exclusivity
Brands are now attempting to generate queues and that sensation of exclusivity by luring shoppers with complimentary items, the chance to get their hands on difficult to obtain stock, and TikTok-worthy activities.
Catherine Shuttleworth, founder of marketing firm Savvy, says this is turning into a "growing component of the overall promotional strategy", something which is presently "very strong in the UK".
Freebie Culture and Experience Appeal
For 31-year-old Phillipa Obisor, it's the appeal of a free item which encourages her to stand in the queue.
"They're distributing complimentary items - a whole bag of treats," she says, noting it's "fun" and so she'll do it again.
"Freebies are wonderful," another participant states, "but it's more about how pleasurable something is."
Modern Marketing Trends
A marketing manager from One Events UK - whose job it is to dream up line-inducing events across Europe - explains they're a method for brands to "stand out from the competition and be distinctive".
"It's making them more memorable to consumers," she says, explaining that contemporary shoppers are "becoming bored with conventional advertising" and "want to be involved in something".
When staff start distributing bracelets to the first 200 individuals in the line, these committed participants will be able to pick up a goody bag with their purchase once the store opens its entrance.
Overall, people in the line seem to have been enjoying themselves.
"It's about positive energy," Maryam summarizes.
