🔗 Share this article

Just before 6 AM on a Friday morning, a queue is growing moment by moment on a crowded central London street.

It's dim and chilly, but the people at the beginning of this line say they've been waiting since 8 PM the previous night.

A young woman stands 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 here with her sister and mother her parent, could simply purchase the items via the internet - but she desires to be part of the line.

"Queuing up is exciting and exhilarating - the build up of walking in, and feeling 'At last I've made it,'" she explains.

The Science Behind Queue Culture

Dr Nilufar Ahmed from the academic institution says the "anticipation" of what is to come when queuers reach the front of the queue - the "prize" - plays a significant part in the reason people do it.

Waiting for "enjoyable events" - such as shopping for luxury items, discounted goods, or delicious food - generates a "distinctly different" feeling to waiting for something ordinary such as buying everyday items.

"The expectation of obtaining a prize results in the release of dopamine... which makes us feel good," she adds.

Social Benefits of Waiting

26-year-old a participant has been standing in the queue from 5 AM.

"I get to meet strangers and have a wonderful time," she explains, as she wraps her hand around someone she initially encountered this morning.

"There exists a sense of companionship - everyone is present together," another participant explains, exchanging waiting stories with those in the line.

Brand Strategy and Exclusivity

Brands are now trying to create queues and that feeling of rarity by tempting customers with free products, the chance to get their hands on hard to buy stock, and TikTok-worthy experiences.

Catherine Shuttleworth, founder of marketing firm Savvy, explains this is turning into a "expanding component of the overall promotional strategy", something which is currently "very strong in the UK".

Freebie Culture and Event Appeal

For 31-year-old Phillipa Obisor, it's the appeal of a complimentary gift which encourages her to stand in line.

"They're giving out complimentary items - a whole bag of goodies," Phillipa explains, noting it's "fun" and so she'll do it again.

"Freebies are great," another participant states, "however it's more about how enjoyable something is."

Modern Marketing Developments

A marketing manager from an events company - whose job it is to create line-inducing activities across Europe - explains they're a way for brands to "stand out from the competition and stand out".

"It's helping them more notable to customers," she says, noting that contemporary shoppers are "growing disinterested with traditional media" and "want to be part of something".

When staff begin distributing bracelets to the first 200 people in the line, these dedicated participants will be able to pick up a goody bag with their purchase when the store opens its entrance.

Overall, participants in the line seem to have been having fun.

"It concerns good vibes," one participant summarizes.