Tactic 11 of 101 · Growth Hacks
The Line Trick: Manufacture Hype Like It's Supreme
Humans follow crowds. When people see a line outside your store, they assume something worth waiting for is happening. Perception is reality, so manufacture the line.
By Justin Novak · Updated October 30, 2026
- Ideal for
- DTC, Small Business
- Difficulty
- Easy
- Capital required
- Low
- Time to execute
- Quick win (0 to 3 days)
- Scalability
- Low
- Risk / reward
- Medium
Just opened a storefront? Create the illusion of buzz by getting 20+ people to line up outside, like it's a drop from Supreme or Half Evil by Sam G.
(To be clear: brands like Half Evil don't pay people to wait in line, their cult-like following is very real. But if you're just starting out, you can simulate that momentum.)
Why it works
Because humans follow crowds. When people see a line, they assume something worth waiting for is happening. Perception is reality.
It's theatrical. It's simple. And it works.
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