Could Waiting in a Half-Day Line the New Hip Thing to Do? These People Believe So
Shortly before 6 AM on a Friday morning, a line is expanding by the second on a crowded downtown street.
It's dim and cool, but the people at the beginning of the queue say they've been standing since 20:00 the last night.
Christina Spence waits with hundreds of other people who want to be the first shoppers at beauty brand Skin Cupid's inaugural store.
The teenager, who is here with her sister and mom her parent, could just purchase the products via the internet - but she wants to be part of the line.
"Waiting in line is thrilling and exhilarating - the build up of walking in, and feeling 'I'm finally here,'" Christina explains.
The Psychology Behind Line Waiting
Dr Nilufar Ahmed from the academic institution explains the "expectation" of the eventual outcome when queuers reach the front of the line - the "prize" - has a significant part in the reason people do it.
Queuing for "pleasurable activities" - like buying for premium products, discounted goods, or delicious food - generates a "completely separate" sensation to waiting for something more mundane such as buying everyday items.
"The expectation of receiving a reward results in the release of the feel-good chemical... which creates positive feelings," she continues.
Community Aspects of Queueing
Twenty-six-year-old a participant has been standing in line from 5 AM.
"I get to encounter strangers and experience a wonderful time," she states, as she wraps her arm around a person she initially encountered this morning.
"There's a feeling of companionship - we're all here together," another participant notes, exchanging waiting stories with people in the queue.
Marketing Approach and Exclusivity
Companies are now trying to create queues and that feeling of rarity by luring shoppers with complimentary items, the chance to acquire hard to buy merchandise, and social media-ready experiences.
A marketing expert, founder of consultancy Savvy, explains this is turning into a "expanding part of the complete promotional strategy", 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 wait in the queue.
"They're distributing complimentary items - a whole bag of treats," Phillipa says, adding it's "enjoyable" and so she'll do it again.
"Complimentary items are wonderful," another participant states, "however it's primarily concerning how enjoyable something is."
Contemporary Promotion Developments
Millie Davison from an events company - whose role it is to dream up queue-worthy events across Europe - says they're a way for brands to "stand out from the noise and be distinctive".
"This approach is helping them more memorable to consumers," she states, explaining that contemporary buyers are "growing bored with conventional advertising" and "desire to be involved in something".
When employees begin handing out wristbands to the initial two hundred individuals in the line, these dedicated participants will be eligible to pick up a goody bag with their purchase once the store throws open its doors.
In general, participants in the line seem to have been having fun.
"It's about positive energy," one participant summarizes.
