Could Standing in a 12-Hour Queue the Latest Cool Activity to Do? Some People Think So
Shortly before 6 AM on a Friday morning, a queue is growing by the second on a crowded downtown street.
It's dim and cool, but those at the beginning of this line say they've been waiting since 20:00 the last night.
A young woman stands with many of other individuals who want to be the initial customers at Korean cosmetics retailer Skin Cupid's first store.
The teenager, who is present with her sister and mom Cheryl, could just buy the products via the internet - but she wants to be involved in the line.
"Waiting in line is exciting and electrifying - the anticipation of entering, and thinking 'At last I've made it,'" she explains.
The Science Behind Queue Culture
Dr Nilufar Ahmed from the University of Bristol says the "expectation" of what is to come when queuers reach the front of the line - the "prize" - plays a significant role in the reason people do it.
Queuing for "pleasurable activities" - such as shopping for luxury items, a bargain, or tasty treats - creates a "completely separate" sensation to waiting for something more mundane such as purchasing everyday items.
"The expectation of receiving a reward results in the production of the feel-good chemical... which creates positive feelings," she continues.
Social Benefits of Waiting
26-year-old a participant has been standing in line since 5 AM.
"I have the chance to encounter strangers and have a wonderful experience," Maryam states, as she puts her hand around a person she first met earlier today.
"There's a feeling of camaraderie - we're all here together," another participant explains, exchanging queue experiences with people in the queue.
Marketing Approach and Rarity
Brands are now attempting to generate lines and that sensation of rarity by tempting customers with free products, the chance to acquire hard to buy merchandise, and social media-ready experiences.
A marketing expert, creator of marketing firm Savvy, explains this is turning into a "expanding part of the complete marketing mix", something which is presently "very strong in the UK".
Complimentary Items and Experience Appeal
For 31-year-old Phillipa Obisor, it's the appeal of a complimentary gift which encourages her to wait in line.
"They're giving out complimentary items - an entire package of goodies," she says, adding it's "enjoyable" and so she'll do it again.
"Complimentary items are great," another participant states, "but it's more about how enjoyable something is."
Modern Marketing Developments
Millie Davison from One Events UK - whose job it is to create line-inducing events across Europe - says they're a method for brands to "stand out from the competition and be distinctive".
"It's helping them more notable to customers," Millie states, explaining that contemporary shoppers are "growing disinterested with traditional media" and "want to be part of something".
As employees begin handing out bracelets to the first 200 people in the line, these committed participants will be eligible to pick up a gift package with their purchase once the store opens its doors.
In general, people in this queue appear to have been having fun.
"It concerns positive energy," one participant summarizes.
