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Shortly before 6 AM on a Weekend morning, a line is expanding moment by moment on a crowded downtown street.

The atmosphere is dim and chilly, but the people at the front of this line report they've been standing since 20:00 the previous night.

Christina Spence waits with hundreds of other individuals who want to be the first shoppers at Korean cosmetics retailer Skin Cupid's first store.

The teenager, who is here with her sibling and mom her parent, might simply buy the items via the internet - but she desires to be involved in the line.

"Waiting in line is exciting and electrifying - the anticipation of walking in, and feeling 'At last I've made it,'" she explains.

The Science Behind Queue Culture

Dr Nilufar Ahmed from the academic institution says the "anticipation" of what is to come when queuers reach the front of the queue - the "prize" - has a big role in why people do it.

Queuing for "enjoyable events" - such as shopping for luxury items, discounted goods, or tasty treats - generates a "completely separate" feeling to waiting for something ordinary such as purchasing everyday items.

"The expectation of receiving a prize results in the production of the feel-good chemical... which makes us feel good," she adds.

Social Benefits of Waiting

26-year-old a participant has been waiting in the queue from 05:00.

"I have the chance to encounter new people and experience a wonderful experience," Maryam states, as she puts her arm around someone she first met earlier today.

"There exists a feeling of companionship - everyone is present collectively," Cheryl explains, sharing queue experiences with people in the line.

Marketing Approach and Exclusivity

Companies are now attempting to create queues and that feeling of rarity by luring shoppers with complimentary items, the opportunity to get their hands on hard to buy merchandise, and social media-ready experiences.

Catherine Shuttleworth, founder of consultancy Savvy, says 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 Phillipa Obisor, it's the appeal of a free item which encourages her to wait in the queue.

"They're distributing free products - an entire package of treats," she explains, adding it's "enjoyable" and so she'll do it again.

"Freebies are great," another participant states, "however it's more about how pleasurable something is."

Modern Marketing Developments

A marketing manager from an events company - whose job it is to create line-inducing events throughout Europe - explains they're a way for brands to "cut through the competition and be distinctive".

"This approach is helping them more memorable to customers," she states, noting that contemporary shoppers are "growing disinterested with traditional media" and "desire to be part of something".

When staff start distributing wristbands to the first 200 people in the line, these dedicated participants will be eligible to receive a gift package with their acquisition once the store opens its doors.

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

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