Have you ever found yourself drawn to a store or restaurant simply because there was a long line of people outside?

It’s almost as if the sight of others waiting makes the place even more appealing.

This isn’t just a coincidence– it’s human psychology.

The sight of a queue can be a powerful motivator for people to, literally and figuratively, get in line.

And savvy business owners are tapping into this phenomenon to help drive their sales.

But what makes these long lines of waiting so effective for businesses?

Let’s break down the psychology behind queues and how it can work for your business.

What are Visible Queues?

Visible queues are simply physical lines of people waiting for a product, service, or event.

They’re the snaking lines outside of popular restaurants, waiting rooms at doctor’s appointments, or the crowds camping outside stores for new product launches.

As you might be aware, queueing can sometimes lead to hours and hours of waiting.

Even the mere thought of lining up already sounds tiring.

Which begs the question. . .

Why Do We Queue Even Though It Tests Our Patience?

It’s a paradox, really: we often dislike waiting, yet we’re drawn to joining lines.

Despite the frustration that often comes with waiting, people still queue because of several psychological factors such as:

1. Social Proof

People tend to follow the crowd, assuming that if others are doing something, it must be worthwhile.

This is also known as The Bandwagon Effect.

As more people join a queue, others are more likely to follow suit, not wanting to miss out on whatever’s causing the excitement.

This creates a self-reinforcing cycle of popularity.

You can see this effect, for example, on Nike’s iconic Air Force 1 sneakers.

They had a resurgence in popularity in 2017.

People would be lining up outside Nike stores just so they could get their own pair.

The sight of these lines would also attract more people to join in.

Because they’d think. . .

“If the queue is this long, then this product must really be worth the hype.”

2. Scarcity and Urgency

When we see a queue, we assume the product or service is in high demand and limited supply.

And when something is perceived as scarce, its value increases making it more desirable.

This creates a sense of urgency leading to FOMO or the Fear of Missing Out.

FOMO is the anxiety a person feels about missing out on a desirable product, service, or experience.

Take a look at Apple, for example.

Every time they’re set to launch a new iPhone model, they never fail to consistently draw a crowd.

Since the first iPhone was launched in 2007, their queues still keep growing at every launch even almost 20 years later.

Why?

Because Apple’s limited initial stock creates a sense of scarcity.

The queue signals that if you don’t join the line, you might miss out on being among the first to own the latest iPhone— a modern-day status symbol.

3. The Sunk Cost Effect

Once time is spent waiting in line, people are more likely to stay, even if the wait becomes unreasonable.

This is because leaving would mean “wasting” time already spent.

We tell ourselves, “I’ve waited this long, I might as well see it through.”

This is what we call: The Sunk Cost Effect.

We’ve now learned the psychology behind queues but. . .

One thing still remains: People’s impatience.

Thinking Point Checkpoint: How can we make queues better for our customers?

Make Queues Be Part of a Positive Customer Experience

While queues can drive demand, it’s crucial to ensure that your customers feel comfortable.

You can do this by: 

• Giving them “estimated wait times” to put their minds at ease 
• Handing out comfortable seats or refreshments
• Providing them with entertaining distractions so they don’t feel frustrated by all the waiting

Take a page out of Disneyland’s playbook.

At every ride, Disney provides signs throughout the queue with updated wait time estimates.

This helps people be informed about how much longer they have to wait to get to the ride they want.

Because when people know what to expect, they’re less likely to become frustrated.

And not only that. . .

Disney also makes queues enjoyable by having cast members dressed in their character attire to interact with their guests.

People can take pictures and even have conversations with them.

Now you might be thinking:

“My business is not the same as Disneyland. How can I make this work for me?”

Well, you can certainly still include these elements in your business.

You can consider adding signs or digital displays at your entrance to show real-time queue progress.

And you can also train your staff to engage with waiting customers.

Maybe even provide free samples or information packets of your product or service while they’re in line.

The goal is not just to distract customers from the wait. . .

But to make the waiting period an extension of your brand experience.

Now that we’ve covered how we can take care of our waiting customers,

Let’s get back to business on how you can. . .

Use The Power of Queues to Boost Your Sales

There’s no doubt that queueing can impact people’s view of your product or service. So here are 3 queueing strategies you can use for your business:

Strategy #1. Create Buzz with Limited-Time Offers

Organise flash sales or exclusive promotions that encourage customers to line up.

You might notice this strategy used in Black Friday Sales.

Customers would be lining outside stores at the break of dawn just so they could buy the products they wanted at an affordable price.

It is so effective that Black Friday Sale queues almost always make the news of how people camp outside no matter the weather.

Strategy #2. Utilise Social Media 

Share engaging images and videos of queues on your social media platforms.

Take it a step further by using relevant hashtags and tag your location for increased visibility!

For instance, showcasing long lines outside your store by posting it on your Instagram stories or on X (formerly Twitter).

This can entice potential customers to visit and join the queue.

Strategy #3. Host Special Events like Product Launches

Plan special events, such as product launches, can be an effective way to attract crowds.

Promote these events in advance so you can build anticipation and ensure a strong turnout.

These events build anticipation and encourage customers to be among the first to own new or existing items.

You can also include unique elements such as live demonstrations to make your event stand out and gather a bigger crowd.

Going back to our Apple example.

Months before Apple launches their new products, they always set up an Apple Event.

Apple Events are presentations that they hold to announce new products or services.

Here, they discuss and do a live demonstration of their new product features.

The anticipation built up by these events often results in long queues forming outside Apple stores on launch day— with people standing in line as early as 3 A.M.

For small businesses that may not have the same resources as big companies like Apple, you can do a virtual demonstration instead!

Utilise video conferencing platforms like Zoom or Google Meet for a cost-effective online event.

This allows a wider reach beyond your local area.

Another example of a successful special event is from a coffee brand in South Korea called MegaCoffee.

You might be aware that coffee businesses these days are quite competitive. 

MegaCoffee rose to the occasion and set up a small kiosk to prepare for their special event.

The promo? 

US$1 Americanos exclusive for that specific Friday to Sunday only!

Coffee was normally at US$3 but this 3-day weekend promo had everyone immediately lining up.

Passersby would get curious when they saw the queue and it made them join the line too.

Why was this special event so effective?

The US$1 price was certainly enticing, yes.

But it was also the timing.

They set the promo period for the weekend— where people had plenty of free time to line up.

They could even line up again the next day and bring friends!

As a small business, whether you’re in the early stages and don’t have many customers yet or have been in business for a while but noticed declining sales. . .

Try setting up a special promo event with the timing in mind.

What days of the week are optimal for your business?

What time of the day would customers be free to take part in your promo event?

These are questions you should think about as you plan for this strategy.

Key Takeaways

• Visible queues can increase the perceived value and desirability of a product or service.

• Making queues a positive experience (e.g., providing entertainment or estimated wait times) is crucial for customer satisfaction.

• Businesses can leverage queues by creating limited-time offers, using social media to showcase lines, and hosting special events.

Conclusion

Visible queues can be a powerful tool for boosting sales and creating buzz around your business.

Why?

Because they basically serve as another form of advertisement for your products or services.

They draw attention from passersby, signalling that your business is popular and worth checking out.

This can be far more effective than traditional advertising because it’s a real-time display of demand and customer interest.

By understanding the psychology behind queueing behaviour, 

You can effectively increase sales while showing your customers how much you care about their experience even before they’ve stepped foot in your store.