Is waiting in line for hours the new cool thing to do?

On Friday morning, a queue is growing in the second place just before 06:00 and on a busy London Street.

Dark and cold, but I was told that the people in front of this line have been here since 20:00 last night.

Christina Spence is waiting with hundreds of people who want to be the first shopping in the first store of Korean cosmetic retailer Skin Cupid.

Here, the 16-year-old product with his sister and mother Cheryl could only buy the products online-but wants to be a part of the tail.

Christina said, “Taking tail is exciting and exciting – the accumulation of walking and thinking ‘I’m finally here’.

I’m not new to myself. This is something I’ve been doing for years for comics and book signatures.

And the queues are almost synonymous with British culture. In Naughties, the excited children waited for bookstores for the launch of the latest Harry Potter adventure, and tennis fans are a reliable landscape every year in the hope of entering Wimbledon.

But recently, the queues seem to have been branded again. Now the tail is becoming an activity on its own, not a discomfort or a barrier between you and what you really want to reach. But why?

Twenty -six -year -old Maryam has been in line since 05:00.

“I meet new people and I have a really good time,” Maryam explains, as she wrapped her arm around someone she first met this morning.

This only Maryam lined up for the second time for such an event. The first was the opening of another Korean cosmetic retailer earlier this year.

“There is a sense of friendship – we’re all together,” says Cheryl. He and his daughters will be brave in the air for a tail, explain, changing stories waiting with the people on the line.

Like Shannon Louise Brown, others went one step further by creating a “small community” with similar people.

Pointing to the people next to the 26 -year -old child, he met in the previous queues and who is in contact with people explains.

“It’s really good to meet new people from different pasts,” says Shannon Louise, “Where a city is too big, you’ll make friends here and meet”.

He is a psychologist from the University of Bristol. Nilufar Ahmed says the expectation of what will happen when he reaches the Queuals line ” -” Award ” – he says why people play a big role when they do it.

“Luxury items, bargaining or delicious food for” enjoyable activities “for” enjoyable activities “, such as buying your food for something more ordinary, such as” creates a different “feeling.

“The expectation of receiving an award leads to the release of dopamine … This makes us feel good. ”

Dopamine is involved in the reward system of the brain and is released in response to something enjoyable, which motivates us to do it again.

In addition to the objection, Ahmed is that the queue is for “hard to take”, or a person has the opportunity to be one of the first people to experience something “.

The latest examples of this include the queues of snakes around high streets. Limited number of Labubub Plush Toys – Usually sold online.

“[This creates] A sense of excitement and buzzing for the innovation and exclusion of the award, Dr says Dr Ahmed.

Brands are now trying to create their queues and the chance to buy their hands with free products with free products, the chance to buy their hands and get tiktok worthy experiences.

Earlier this year, Long queues have been formed except for Japanese clothing retailer Uniqlo’s first store in LiverpoolThe place where hundreds of shoppers are exposed to performance by Japanese drummers and get the Goodie bags.

During the London Fashion Week, at a new Pop-up event for Heritage Brand Barbour, visitors bought a free customized controlled tote bag and a bouquet dried flower from a Scottish florist.

Experiences like these are part of the increasing use of brands known as experienced marketing.

One Applicants Institute (IPA) BellWether Report The demonstrations of activity budgets for such marketing are growing at the fastest record rate in which marketers increase their budgets from 15.9% at the beginning of 2024.

Catherine Shuttleworth, the founder of marketing firm Savvy, says that it has become “a growing part of the general marketing mixture, which is” very strong in the UK “.

One of the reasons for increasing the popularity of such events is that they offer opportunities for creating social media content. And the tail itself – and how long – it is usually the content generator.

Content Creator Nas Ganev said that people realized that people interact with experience based on experience last year.

“People love the feeling of exclusivity and ‘knowing’,” says Nas, “Many of them go to the film and publish it. Entertainment, free and often come with cute good bags that my audience loves.”

For 31 -year -old Phillipa Obisor, the charm of a free gift that encourages him to line up.

Phillipa, which is quite new for the tail, will do it again by adding “fun”.

And Phillipa is an important thing for others, although not alone to be attractive by the charm of free products.

“Freebies is great,” Tahira Jan says to me, “But this is more about how enjoyable something is.”

Tahira’s favorite queues have been for brands that really think of customer base and make it really interactive and fun, so there will be really immersive experiences “. It gives an example of a Lego pop-up that people can make a flower made of plastic bricks and then take home.

“But at the same time, when there is a photo or game to play, much more fun,” he adds.

Millie Davison from the UK, Millie Davison from England, says that brands are a way to “cut off and stand out”.

Millie explains that modern shoppers are “bored of traditional media” and “they want to be part of something”, “makes more memorable for consumers.

Brands know this and “increasingly creating opportunities to show their” uniqueness “in the offer to appeal to their audience in a more saturated market.

When leaving the queue, the personnel distribute bracelets to the first 200 people on the line. This private Queers will be able to buy a good bag with purchasing when the store opens its doors.

In general, the people in this tail seem to have fun.

As Maryam said: “It’s about these good vibrations.”