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Shortly before 6 AM on a Friday morning, a queue is lengthening moment by moment on a crowded downtown street.

The atmosphere is dim and cool, but the people at the front of the queue report they've been standing since 20:00 the last night.

Christina Spence stands with hundreds of other individuals who want to be the initial shoppers at beauty brand Skin Cupid's first store.

The teenager, who is present with her sibling and mom Cheryl, could simply purchase the items via the internet - but she desires to be part of the queue.

"Queuing up is exciting and exhilarating - the build up of entering, and feeling 'I'm finally here,'" Christina states.

The Science Behind Line Waiting

A psychologist from the academic institution explains the "anticipation" of the eventual outcome when queuers reach the beginning of the line - the "prize" - plays a big part in why people do it.

Queuing for "pleasurable activities" - such as buying for premium products, discounted goods, or tasty treats - generates a "distinctly different" sensation to waiting for something more mundane such as purchasing everyday items.

"The expectation of obtaining a reward results in the release of dopamine... which creates positive feelings," the expert continues.

Social Benefits of Waiting

Twenty-six-year-old Maryam has been standing in line since 5 AM.

"I get to encounter strangers and experience a really nice experience," Maryam states, as she puts her hand around a person she initially encountered earlier today.

"There exists a sense of companionship - we're all here together," Cheryl notes, sharing queue experiences with those in the queue.

Brand Strategy and Exclusivity

Brands are now trying to generate lines and that sensation of rarity by tempting shoppers with free products, the opportunity to get their hands on difficult to obtain stock, and social media-ready experiences.

Catherine Shuttleworth, founder of consultancy Savvy, says this is turning into a "growing component of the complete marketing mix", something which is currently "particularly popular in the UK".

Complimentary Items and Event Appeal

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

"They're giving out complimentary items - an entire package of goodies," she says, adding it's "fun" and so she'll do it again.

"Freebies are wonderful," Tahira Jan comments, "however it's more about how pleasurable something is."

Contemporary Promotion Trends

Millie Davison from One Events UK - whose job it is to create line-inducing events across Europe - explains they're a way for brands to "stand out from the competition and be distinctive".

"This approach is making them more memorable to customers," she says, noting that contemporary shoppers are "becoming disinterested with conventional advertising" and "desire to be involved in something".

As employees start distributing wristbands to the initial two hundred individuals in the line, these dedicated participants will be eligible to receive a goody bag with their purchase once the shop throws open its entrance.

Overall, participants in this queue appear to have been enjoying themselves.

"It's about positive energy," Maryam concludes.