Is Standing in a Half-Day Line the New Hip Activity to Do? Some Individuals Think So
Just before 06:00 on a Friday morning, a line is growing moment by moment on a busy downtown street.
It's dark and cool, but the people at the beginning of this line report they've been waiting since 20:00 the previous night.
A young woman stands with hundreds of other individuals hoping to be the initial shoppers at Korean cosmetics retailer Skin Cupid's inaugural store.
The teenager, who is here with her sister and mom Cheryl, could simply purchase the products online - but she desires to be part of the line.
"Queuing up is thrilling and electrifying - the build up of walking in, and thinking 'I'm finally here,'" she explains.
The Science Behind Line Waiting
Dr Nilufar Ahmed from the academic institution says the "anticipation" of the eventual outcome when those in line get to the front of the line - the "reward" - has a significant role in why people participate.
Queuing for "enjoyable events" - such as shopping for premium products, discounted goods, or tasty treats - creates a "distinctly different" feeling to queuing for something ordinary like purchasing groceries.
"The anticipation of receiving a reward results in the release of dopamine... which makes us feel good," the expert adds.
Social Benefits of Waiting
Twenty-six-year-old Maryam has been standing in the queue since 5 AM.
"I have the chance to encounter new people and have a really nice time," Maryam states, as she puts her arm around a person she initially encountered earlier today.
"There exists a feeling of camaraderie - we're all here together," another participant notes, sharing queue experiences with those in the queue.
Marketing Approach and Rarity
Companies are now attempting to create lines and that sensation of rarity by luring shoppers with free products, the opportunity to acquire difficult to obtain stock, and TikTok-worthy activities.
A marketing expert, founder of consultancy Savvy, explains this is becoming a "growing component of the overall marketing mix", something which is currently "very strong in the UK".
Freebie Culture and Event Appeal
For 31-year-old a queuer, it's the attraction of a complimentary gift which encourages her to stand in the queue.
"They're distributing free products - a whole bag of goodies," she explains, noting it's "fun" and so she'll repeat the experience.
"Freebies are wonderful," another participant comments, "however it's primarily concerning how enjoyable something is."
Modern Marketing Developments
Millie Davison from an events company - whose job it is to create line-inducing activities across Europe - explains they're a method for companies to "cut through the noise and stand out".
"This approach is making them more memorable to customers," Millie says, explaining that modern shoppers are "growing bored with traditional media" and "desire to be part of something".
When staff start handing out bracelets to the initial two hundred individuals in the queue, these dedicated queuers will be eligible to receive a gift package with their acquisition once the shop throws open its entrance.
In general, people in this queue appear to have been having fun.
"It's about positive energy," one participant concludes.
