Is Waiting in a Lengthy Line the New Cool Activity to Do? Some People Believe So
Just before 6 AM on a Weekend morning, a line is growing by the second on a busy downtown street.
The atmosphere is dim and cool, but those at the front of the queue report they've been waiting since 8 PM the last night.
Christina Spence waits with hundreds of other individuals hoping to be the initial shoppers at beauty brand Skin Cupid's first store.
The 16-year-old, who is present with her sister and mother her parent, might simply buy the items via the internet - but she desires to be involved in the queue.
"Waiting in line is exciting and electrifying - the anticipation of entering, and feeling 'I'm finally here,'" she explains.
The Psychology Behind Queue Culture
Dr Nilufar Ahmed from the academic institution explains the "expectation" of the eventual outcome when queuers get to the beginning of the queue - the "reward" - has a significant role in why people do it.
Queuing for "enjoyable events" - like buying for luxury items, discounted goods, or delicious food - generates a "completely separate" sensation to waiting for something more mundane like buying groceries.
"The anticipation of receiving a prize results in the production of the feel-good chemical... which makes us feel good," the expert continues.
Social Benefits of Queueing
26-year-old Maryam has been waiting in line since 5 AM.
"I have the chance to encounter new people and have a really nice experience," Maryam states, as she wraps her arm around someone she first met earlier today.
"There's a sense of camaraderie - we're all here collectively," another participant explains, sharing queue experiences with those in the queue.
Marketing Approach and Exclusivity
Companies are now trying to generate queues and that sensation of exclusivity by tempting shoppers with free products, the opportunity to acquire hard to buy stock, and TikTok-worthy activities.
Catherine Shuttleworth, founder of consultancy Savvy, says this is turning into a "growing part of the complete marketing mix", something which is currently "very strong in the UK".
Complimentary Items and Event Appeal
For 31-year-old Phillipa Obisor, it's the appeal of a free item which motivates her to wait in the queue.
"They're distributing complimentary items - a whole bag of goodies," Phillipa explains, noting it's "fun" and so she'll repeat the experience.
"Freebies are wonderful," another participant states, "however it's primarily concerning how pleasurable something is."
Modern Marketing Developments
A marketing manager from an events company - whose role it is to create queue-worthy activities across Europe - says they're a way for brands to "cut through the competition and stand out".
"It's helping them more notable to customers," she says, noting that modern buyers are "growing disinterested with traditional media" and "desire to be involved in something".
When employees begin handing out bracelets to the first 200 people in the line, these committed queuers will be eligible to receive a goody bag with their acquisition when the shop throws open its entrance.
In general, participants in the line appear to have been enjoying themselves.
"It concerns positive energy," one participant concludes.
