Shortly before 6 AM on a Weekend morning, a queue is lengthening by the second on a busy downtown street.
It's dim and cool, but those at the beginning of this line report they've been waiting since 20:00 the previous night.
A young woman waits with hundreds of other people hoping to be the first customers at Korean cosmetics retailer Skin Cupid's first store.
The 16-year-old, who is here with her sibling and mother her parent, might just purchase the items online - but she desires to be part of the line.
"Queuing up is exciting and exhilarating - the anticipation of entering, and feeling 'At last I've made it,'" Christina explains.
The Psychology Behind Line Waiting
Dr Nilufar Ahmed from the University of Bristol explains the "anticipation" of what is to come when those in line reach the front of the queue - the "reward" - has a significant part in why people participate.
Queuing for "pleasurable activities" - like shopping for luxury items, discounted goods, or tasty treats - creates a "distinctly different" feeling to queuing for something ordinary such as buying everyday items.
"The anticipation of receiving a prize leads to the production of dopamine... which makes us feel good," she adds.
Community Aspects of Waiting
26-year-old a participant has been standing in the queue from 05:00.
"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 earlier today.
"There's a sense of companionship - we're all here together," Cheryl explains, sharing queue experiences with those in the line.
Marketing Approach and Rarity
Brands are now attempting to generate lines and that sensation of rarity by luring customers with free products, the opportunity to get their hands on hard to buy stock, and TikTok-worthy activities.
A marketing expert, creator of marketing firm Savvy, explains this is turning into a "expanding part of the overall promotional strategy", something which is presently "very strong in the UK".
Complimentary Items and Experience 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 complimentary items - an entire package of goodies," Phillipa explains, adding it's "enjoyable" and so she'll do it again.
"Freebies are great," Tahira Jan states, "however it's more about how pleasurable something is."
Contemporary Promotion Developments
Millie Davison from an events company - whose role it is to create line-inducing activities across Europe - explains they're a method for companies to "cut through the competition and stand out".
"It's helping them more memorable to customers," Millie states, noting that modern shoppers are "growing bored with traditional media" and "want to be involved in something".
When staff begin distributing wristbands to the first 200 individuals in the queue, these dedicated queuers will be eligible to pick up a goody bag with their purchase when the store throws open its doors.
In general, participants in this queue appear to have been having fun.
"It concerns positive energy," Maryam summarizes.
