As the holiday shopping season beckons, many have been standing in line for hours for 2016’s hottest item – Snapchat's Spectacles.
Spectacles are an advanced pair of sunglasses, that record 10 seconds of video that can be posted to Snapchat. Each pair retails for $130.
With an item this exciting and anticipated, it is not going to be sold everywhere and that is no accident.
Consumer expert Lisa Lee Freeman told Inside Edition: “The company is creating scarcity and that's always the hallmark of hot holiday toys, everybody wants things that nobody can get and they're really cool."
There are only a handful of places where you can buy Spectacles in America, and most of them are not ordinary shops. A kiosk in Venice Beach, California; a kiosk at the Grand Canyon and a pop-up shop in Manhattan that contains just one vending machine in an otherwise empty retail space.
"Snapchat is creating a buying frenzy,” Freeman said.
According to Business Insider, the idea of Spectacles did not come from Evan Spiegel, the 26-year-old who created Snapchat. The glasses were actually crafted by Erick Miller and Jonathan Rodriguez in 2011 with their company Vergence Labs.
The company was purchased by Spiegel in 2014 for $15 million.