🔗 Share this article Could Waiting in a 12-Hour Queue the Latest Hip Thing to Do? Some People Believe So Dawn line forms in downtown London Shortly before 06:00 on a Friday morning, a queue is growing moment by moment on a busy central London street. It's dim and chilly, but those at the front of this line report they've been standing since 8 PM the previous night. A young woman 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 here with her sister and mom Cheryl, might just buy the items online - but she wants to be involved in the line. "Queuing up is thrilling and electrifying - the anticipation of walking in, and thinking 'At last I've made it,'" she states. Christina appreciates waiting with her family The Psychology Behind Line Waiting A psychologist from the University of Bristol explains the "anticipation" of what is to come when those in line get to the front of the line - the "reward" - plays a significant role in the reason people participate. Waiting for "pleasurable activities" - like buying for luxury items, discounted goods, or delicious food - generates a "completely separate" sensation to waiting for something more mundane like buying everyday items. "The anticipation of receiving a prize results in the production of dopamine... which makes us feel good," the expert continues. Social Benefits of Waiting Individuals share contact details with acquaintances they meet in the queue Twenty-six-year-old Maryam has been waiting in the queue from 05:00. "I have the chance to encounter strangers and have a really nice experience," Maryam states, as she wraps her arm around someone she initially encountered earlier today. "There exists a sense of camaraderie - everyone is present together," another participant explains, exchanging waiting stories with those in the line. Marketing Approach and Rarity Brands are now trying to create queues and that sensation of exclusivity by luring customers with free products, the opportunity to acquire difficult to obtain stock, and TikTok-worthy experiences. Catherine Shuttleworth, founder of consultancy Savvy, explains this is becoming a "growing component of the overall promotional strategy", something which is currently "particularly popular in the UK". Queuers obtaining bracelets in the line Complimentary Items and Event Appeal For 31-year-old Phillipa Obisor, it's the attraction of a complimentary gift which motivates her to wait in line. "They're giving out free products - an entire package of goodies," Phillipa explains, adding it's "fun" and so she'll repeat the experience. "Complimentary items are great," Tahira Jan comments, "however it's primarily concerning how enjoyable something is." Phillipa and Maryam who became acquainted in the line Contemporary Promotion Developments A marketing manager from One Events UK - whose job it is to dream up line-inducing activities throughout Europe - explains they're a way for brands to "cut through the noise and be distinctive". "It's making them more notable to consumers," she states, explaining that contemporary buyers are "becoming disinterested with traditional media" and "want to be part of something". As employees begin distributing bracelets to the first 200 individuals in the line, these committed participants will be eligible to receive a gift package with their acquisition when the shop throws open its doors. In general, people in the line seem to have been enjoying themselves. "It concerns good vibes," Maryam summarizes.