🔗 Share this article Could Standing in a 12-Hour Line the New Trendy Thing to Do? Some Individuals Believe So Dawn line gathers in downtown London Shortly before 6 AM on a Weekend morning, a queue is expanding moment by moment on a busy central London street. The atmosphere is dark and cool, but those at the front of the queue say they've been standing since 20:00 the last night. A young woman stands with hundreds 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 sibling and mom her parent, might simply purchase the products via the internet - but she desires to be part of the line. "Queuing up is thrilling and electrifying - the anticipation of walking in, and thinking 'I'm finally here,'" she states. Christina enjoys queuing with her relatives The Science Behind Line Waiting A psychologist from the academic institution says the "expectation" of what is to come when those in line get to the beginning of the line - the "prize" - has a big role in why people do it. Waiting for "pleasurable activities" - such as buying for premium products, a bargain, or delicious food - creates a "completely separate" feeling to waiting for something more mundane such as purchasing groceries. "The expectation of obtaining a reward results in the release of dopamine... which makes us feel good," she adds. Community Aspects of Waiting People share contact details with acquaintances they make in the queue 26-year-old Maryam has been standing in line from 5 AM. "I have the chance to meet new people and have a really nice experience," Maryam states, as she wraps her arm around someone she first met this morning. "There's a feeling of companionship - everyone is present collectively," another participant explains, exchanging queue experiences with people in the line. Marketing Approach and Rarity Companies are now attempting to generate queues and that feeling of rarity by luring customers with complimentary items, the chance to get their hands on hard to buy stock, and TikTok-worthy activities. Catherine Shuttleworth, founder of marketing firm Savvy, says this is turning into a "growing part of the overall marketing mix", something which is presently "very strong in the UK". Queuers receiving bracelets in the queue Freebie Culture and Event Appeal For 31-year-old a queuer, it's the appeal of a complimentary gift which encourages her to stand in line. "They're distributing free products - an entire package of goodies," she explains, noting it's "enjoyable" and so she'll do it again. "Freebies are great," another participant comments, "however it's more about how pleasurable something is." Two participants who became acquainted in the line Modern Marketing Trends A marketing manager from One Events UK - whose job it is to create 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 modern buyers are "becoming disinterested with conventional advertising" and "want to be part of something". As employees begin distributing wristbands to the first 200 individuals in the line, these committed queuers will be able to receive a gift package with their acquisition once the store throws open its doors. In general, participants in the line seem to have been enjoying themselves. "It concerns positive energy," one participant concludes.