🔗 Share this article Could Standing in a 12-Hour Line the New Hip Thing to Do? These People Believe So Dawn queue gathers in downtown London Shortly before 6 AM on a Weekend morning, a queue is expanding by the second on a crowded central London street. The atmosphere is dark and cool, but those at the beginning of the queue report they've been standing from 8 PM the previous night. A young woman waits with many of other people who want 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 Cheryl, could just buy the items via the internet - but she desires to be part of the line. "Queuing up is thrilling and electrifying - the build up of walking in, and feeling 'At last I've made it,'" Christina states. The teenager appreciates waiting with her family The Science Behind Line Waiting A psychologist from the academic institution explains the "anticipation" of what is to come when those in line reach the beginning of the queue - the "prize" - has a big role in why people do it. Queuing for "enjoyable events" - such as shopping for luxury items, discounted goods, or delicious food - generates a "completely separate" sensation to waiting for something more mundane such as buying everyday items. "The anticipation of obtaining a prize results in the production of dopamine... which creates positive feelings," she adds. Social Benefits of Queueing Individuals share contact details with friends they make in the line 26-year-old Maryam has been waiting in the queue since 05:00. "I get to meet new people and have a really nice time," she explains, as she puts her arm around a person she initially encountered earlier today. "There's a sense of companionship - everyone is present together," Cheryl notes, sharing queue experiences with people in the queue. Brand Strategy and Rarity Companies are now attempting to create lines and that sensation of exclusivity by tempting customers with complimentary items, the opportunity to acquire hard to buy merchandise, and TikTok-worthy activities. Catherine Shuttleworth, creator of consultancy Savvy, says this is becoming a "expanding component of the overall marketing mix", something which is presently "very strong in the UK". Queuers obtaining bracelets in the queue Complimentary Items and Experience Appeal For 31-year-old Phillipa Obisor, it's the appeal of a free item which encourages her to wait in the queue. "They're giving out complimentary items - a whole bag of treats," she explains, adding it's "fun" and so she'll do it again. "Complimentary items are great," another participant states, "however it's primarily concerning how pleasurable something is." Two participants who became acquainted in the line Modern Marketing Developments A marketing manager from One Events UK - whose role it is to dream up queue-worthy activities across Europe - says they're a way for companies to "stand out from the competition and be distinctive". "It's making them more memorable to customers," Millie states, explaining that contemporary buyers are "becoming bored with traditional media" and "want to be part of something". When staff start distributing wristbands to the initial two hundred people in the queue, these dedicated participants will be able to receive a gift package with their purchase once the shop throws open its doors. Overall, participants in this queue appear to have been having fun. "It concerns positive energy," one participant summarizes.