Could Waiting in a 12-Hour Queue the Latest Hip Activity to Do? These People Believe So
Shortly before 6 AM on a Weekend morning, a line is expanding moment by moment on a busy central London street.
The atmosphere is dark and chilly, but those at the beginning of this line say they've been standing from 8 PM the last night.
Christina Spence stands with many of other individuals hoping to be the first shoppers at Korean cosmetics retailer Skin Cupid's first store.
The 16-year-old, who is here with her sibling and mom Cheryl, might simply purchase the items online - but she wants to be involved in the line.
"Queuing up is thrilling and electrifying - the anticipation of walking in, and feeling 'I'm finally here,'" Christina explains.
The Science Behind Queue Culture
A psychologist from the academic institution explains the "expectation" of what is to come when those in line get to the beginning of the line - the "reward" - plays a big role in the reason people do it.
Waiting for "pleasurable activities" - like shopping for premium products, discounted goods, or tasty treats - generates a "completely separate" sensation to waiting for something more mundane like purchasing groceries.
"The expectation of obtaining a prize results in the production of dopamine... which creates positive feelings," the expert continues.
Social Benefits of Queueing
26-year-old a participant has been standing in the queue from 05:00.
"I have the chance to encounter new people and experience a wonderful experience," she explains, as she puts her hand around a person she first met earlier today.
"There exists a feeling of camaraderie - everyone is present collectively," another participant explains, exchanging queue experiences with people in the line.
Brand Strategy and Rarity
Brands are now attempting to generate lines and that sensation of exclusivity by tempting shoppers with complimentary items, the chance to acquire difficult to obtain merchandise, and social media-ready activities.
Catherine Shuttleworth, founder of consultancy Savvy, says this is turning into a "growing part of the complete marketing mix", something which is presently "particularly popular in the UK".
Freebie Culture and Event Appeal
For 31-year-old Phillipa Obisor, it's the appeal of a free item which encourages her to stand in line.
"They're distributing complimentary items - an entire package of goodies," Phillipa explains, noting it's "fun" and so she'll do it again.
"Complimentary items are wonderful," another participant comments, "however it's more about how enjoyable something is."
Modern Marketing Trends
A marketing manager from One Events UK - whose role it is to dream up queue-worthy activities across Europe - says they're a way for companies to "stand out from the competition and be distinctive".
"It's making them more notable to customers," she says, noting that modern buyers are "growing disinterested with conventional advertising" and "want to be involved in something".
As staff start handing out wristbands to the first 200 individuals in the queue, these dedicated participants will be able to pick up a goody bag with their acquisition when the shop opens its entrance.
In general, participants in this queue appear to have been enjoying themselves.
"It's about good vibes," one participant concludes.
