Could Standing in a 12-Hour Line the Latest Hip Thing to Do? Some People Think So
Shortly before 06:00 on a Weekend morning, a line is growing by the second on a busy downtown street.
It's dark and cool, but the people at the beginning of the queue report they've been standing from 8 PM the last night.
A young woman stands with hundreds of other people who want to be the first customers at beauty brand Skin Cupid's first store.
The teenager, who is present with her sibling and mom Cheryl, might simply buy the products via the internet - but she desires to be involved in the line.
"Waiting in line is exciting and exhilarating - the build up of entering, and feeling 'At last I've made it,'" she explains.
The Psychology Behind Line Waiting
Dr Nilufar Ahmed from the academic institution explains the "anticipation" of the eventual outcome when those in line reach the front of the line - the "reward" - has a big role in the reason people do it.
Waiting for "enjoyable events" - such as buying for premium products, discounted goods, or delicious food - generates a "distinctly different" sensation to queuing for something more mundane like buying everyday items.
"The anticipation of obtaining a reward leads to the production of dopamine... which makes us feel good," she continues.
Community Aspects of Waiting
26-year-old Maryam has been waiting in the queue from 05:00.
"I have the chance to meet new people and have a wonderful time," she states, as she wraps her hand around a person she initially encountered this morning.
"There's a feeling of companionship - everyone is present collectively," Cheryl notes, exchanging queue experiences with those in the queue.
Marketing Approach and Exclusivity
Companies are now attempting to generate lines and that feeling of exclusivity by tempting shoppers with free products, the chance to acquire difficult to obtain merchandise, and TikTok-worthy experiences.
Catherine Shuttleworth, creator of consultancy Savvy, explains this is turning into a "expanding component of the complete marketing mix", something which is currently "particularly popular 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 stand in the queue.
"They're giving out complimentary items - an entire package of treats," Phillipa explains, noting it's "enjoyable" and so she'll repeat the experience.
"Complimentary items are great," Tahira Jan comments, "however it's more about how pleasurable something is."
Modern Marketing Developments
Millie Davison from One Events UK - whose role it is to create line-inducing events across Europe - explains they're a way for companies to "stand out from the competition and be distinctive".
"This approach is making them more notable to customers," she says, noting that contemporary shoppers are "becoming disinterested with conventional advertising" and "desire to be involved in something".
As staff begin handing out bracelets to the initial two hundred people in the line, these committed queuers will be able to receive a gift package with their acquisition once the shop throws open its doors.
Overall, people in this queue appear to have been enjoying themselves.
"It concerns good vibes," Maryam concludes.
