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Just before 6 AM on a Friday morning, a line is expanding moment by moment on a busy downtown street.

The atmosphere is dark and chilly, but the people at the front of this line say they've been waiting since 8 PM the last night.

A young woman waits with hundreds of other people who want to be the first shoppers at beauty brand Skin Cupid's inaugural store.

The 16-year-old, who is present with her sister and mother Cheryl, could simply purchase the items online - but she wants to be part of the queue.

"Queuing up is thrilling and electrifying - the anticipation of entering, and thinking 'At last I've made it,'" Christina states.

The Psychology Behind Line Waiting

A psychologist from the academic institution explains the "expectation" of what is to come when those in line reach the beginning of the line - the "reward" - plays a big part in the reason people do it.

Waiting for "pleasurable activities" - such as buying for premium products, a bargain, or delicious food - generates a "distinctly different" feeling to queuing for something more mundane such as buying groceries.

"The anticipation of receiving a prize leads to the production of the feel-good chemical... which makes us feel good," the expert continues.

Social Benefits of Queueing

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

"I have the chance to encounter strangers and have a really nice experience," she explains, as she puts her hand around a person she first met this morning.

"There's a feeling of companionship - everyone is present collectively," Cheryl notes, exchanging waiting stories with people in the line.

Brand Strategy and Rarity

Companies are now trying to generate lines and that sensation of rarity by tempting shoppers with complimentary items, the chance to get their hands on hard to buy merchandise, and TikTok-worthy activities.

A marketing expert, founder of consultancy Savvy, explains this is becoming a "expanding part of the overall marketing mix", something which is currently "very strong in the UK".

Complimentary Items and Experience Appeal

For 31-year-old a queuer, it's the attraction of a complimentary gift which encourages her to stand in the queue.

"They're giving out complimentary items - an entire package of goodies," Phillipa explains, adding it's "enjoyable" and so she'll repeat the experience.

"Complimentary items are great," another participant comments, "however it's primarily concerning how enjoyable something is."

Modern Marketing Trends

A marketing manager from One Events UK - whose job it is to dream up line-inducing events throughout Europe - explains they're a way for brands to "stand out from the competition and be distinctive".

"It's helping them more notable to consumers," she states, noting that contemporary buyers are "growing bored with traditional media" and "want to be involved in something".

As staff begin 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 when the store throws open its entrance.

Overall, participants in this queue seem to have been having fun.

"It concerns good vibes," one participant summarizes.