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Shortly before 06:00 on a Friday morning, a queue is lengthening by the second on a busy downtown street.

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

A young woman waits with many of other individuals hoping to be the initial shoppers at beauty brand Skin Cupid's inaugural store.

The 16-year-old, who is here with her sibling and mother her parent, could simply purchase the items via the internet - but she desires to be involved in the line.

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

The Science Behind Queue Culture

Dr Nilufar Ahmed from the University of Bristol says the "expectation" of the eventual outcome when queuers reach the beginning of the queue - the "prize" - plays a significant part in why people participate.

Waiting for "pleasurable activities" - such as buying for luxury items, a bargain, or tasty treats - generates a "completely separate" sensation to queuing for something ordinary such as buying everyday items.

"The expectation of receiving a prize results in the release of dopamine... which makes us feel good," she continues.

Community Aspects of Waiting

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

"I get to meet strangers and have a really nice experience," Maryam states, as she puts her hand around someone she initially encountered this morning.

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

Brand Strategy and Rarity

Companies are now attempting to generate queues and that feeling of rarity by luring shoppers with free products, the chance to get their hands on hard to buy stock, and social media-ready experiences.

A marketing expert, creator of consultancy Savvy, explains this is becoming a "growing part of the complete promotional strategy", something which is presently "very strong in the UK".

Freebie Culture and Experience Appeal

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

"They're giving out free products - an entire package of treats," she says, noting it's "fun" and so she'll do it again.

"Complimentary items are wonderful," another participant comments, "but it's more about how pleasurable something is."

Modern Marketing Developments

Millie Davison from One Events UK - whose role it is to dream up queue-worthy activities throughout Europe - explains they're a way for brands to "cut through the noise and stand out".

"This approach is making them more memorable to consumers," Millie says, explaining that contemporary buyers are "becoming bored with conventional advertising" and "desire to be involved in something".

When employees start handing out bracelets to the initial two hundred individuals in the line, these committed queuers will be eligible to receive a gift package with their acquisition when the shop opens its doors.

In general, people in this queue seem to have been enjoying themselves.

"It concerns good vibes," one participant summarizes.