Is Standing in a Lengthy Queue the Latest Cool Thing to Do? These People Think So
Shortly before 06:00 on a Friday morning, a queue is expanding by the second on a crowded downtown street.
It's dim and cool, but those at the beginning of the queue say they've been waiting since 8 PM the last night.
A young woman waits with hundreds of other people who want to be the first customers at beauty brand Skin Cupid's inaugural store.
The teenager, who is here with her sister and mom her parent, might simply purchase the items via the internet - but she wants to be involved in the queue.
"Waiting in line is exciting and exhilarating - the build up of walking in, and thinking 'At last I've made it,'" Christina states.
The Psychology Behind Queue Culture
Dr Nilufar Ahmed from the academic institution says the "expectation" of the eventual outcome when queuers get to the front of the queue - the "reward" - has a big part in why people participate.
Queuing for "enjoyable events" - like shopping for premium products, discounted goods, or tasty treats - generates a "completely separate" feeling to queuing for something ordinary like buying everyday items.
"The anticipation of obtaining a reward leads to the production of the feel-good chemical... which makes us feel good," she continues.
Community Aspects of Waiting
Twenty-six-year-old a participant has been standing in the queue since 05:00.
"I get to meet new people and have a really nice experience," Maryam explains, as she wraps her arm around a person she first met this morning.
"There's a feeling of companionship - we're all here together," another participant notes, exchanging waiting stories with those in the line.
Marketing Approach and Rarity
Brands are now trying to generate queues and that feeling of exclusivity by luring shoppers with complimentary items, the opportunity to acquire difficult to obtain merchandise, and social media-ready experiences.
A marketing expert, creator of marketing firm Savvy, says this is becoming 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 a queuer, it's the attraction of a free item which encourages her to wait in line.
"They're giving out free products - a whole bag of goodies," she explains, noting it's "enjoyable" and so she'll repeat the experience.
"Freebies are great," Tahira Jan states, "however it's more about how pleasurable something is."
Modern Marketing Developments
A marketing manager from One Events UK - whose job it is to create queue-worthy events throughout Europe - says they're a method for companies to "cut through the competition and be distinctive".
"This approach is helping them more notable to consumers," Millie states, explaining that contemporary shoppers are "becoming disinterested with traditional media" and "desire to be part of something".
When staff start distributing bracelets to the initial two hundred individuals in the queue, these dedicated participants will be eligible to pick up a gift package with their acquisition when the store opens its entrance.
Overall, participants in the line seem to have been enjoying themselves.
"It's about positive energy," Maryam summarizes.
