Is Standing in a Lengthy Queue the New Hip Activity to Do? These Individuals Think So
Just before 06:00 on a Friday morning, a queue is expanding moment by moment on a busy downtown street.
It's dim and cool, but the people at the beginning of this line say they've been standing from 8 PM the previous night.
Christina Spence waits with hundreds of other individuals who want to be the first customers at beauty brand Skin Cupid's first store.
The 16-year-old, who is here with her sister and mother her parent, might just buy the products via the internet - but she desires to be part of the queue.
"Waiting in line is thrilling and electrifying - the build up of entering, and feeling 'At last I've made it,'" Christina states.
The Science Behind Queue Culture
Dr Nilufar Ahmed from the academic institution explains the "anticipation" of the eventual outcome when queuers reach the beginning of the line - the "prize" - plays a significant part in the reason people do it.
Waiting for "pleasurable activities" - like shopping for luxury items, a bargain, or tasty treats - creates a "distinctly different" feeling to queuing for something ordinary such as buying groceries.
"The expectation of receiving a reward results in the production of dopamine... which creates positive feelings," she continues.
Social Benefits of Waiting
26-year-old a participant has been standing in line from 05:00.
"I have the chance to meet strangers and experience a wonderful experience," Maryam explains, as she wraps her arm around someone she initially encountered earlier today.
"There's a feeling of camaraderie - we're all here collectively," Cheryl notes, sharing waiting stories with those in the queue.
Marketing Approach and Rarity
Brands are now attempting to generate lines and that sensation of rarity by tempting customers with complimentary items, the opportunity to get their hands on difficult to obtain merchandise, and social media-ready activities.
Catherine Shuttleworth, creator of consultancy Savvy, says this is turning into a "growing component of the overall marketing mix", 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 complimentary gift which encourages her to stand in the queue.
"They're giving out free products - an entire package of treats," Phillipa explains, adding it's "fun" and so she'll repeat the experience.
"Freebies are wonderful," another participant comments, "however it's primarily concerning how pleasurable something is."
Contemporary Promotion Developments
Millie Davison from One Events UK - whose job it is to create line-inducing activities across Europe - says they're a method for brands to "stand out from the competition and be distinctive".
"This approach is making them more memorable to consumers," Millie says, noting that contemporary buyers are "growing disinterested with conventional advertising" and "want to be part of something".
When employees begin handing out wristbands to the initial two hundred people in the queue, these dedicated queuers will be able to pick up a goody bag with their acquisition when the shop throws open its doors.
Overall, people in this queue appear to have been having fun.
"It's about positive energy," one participant concludes.
