What does revenge consumption mean?

Retaliatory consumption refers to the behavior of restricting people's consumption needs during a special period or occasion, and once the ban is lifted, they will let go of their desires and engage in crazy consumption.

For example, this epidemic has forced many people to stay at home, so the consumption that could have been done has been further restricted. Therefore, after the ban is lifted, it is expected to develop into retaliatory consumption.

In addition, we can also see this phenomenon during e-commerce festivals such as Double Eleven and June 18th. People add products to their shopping carts, wait for them, and then clear out all purchases in retaliation on the same day.

Staying at home has suppressed people's normal consumption needs in a short period of time, such as travel, dining, parties, etc.

Therefore, after the epidemic, many people will eat double portions of delicacies they have not eaten, and go to see twice the beautiful scenery they did not see due to the epidemic, etc.

However, we must also consider the market’s acceptance.

On the one hand, some industries and companies encountered difficulties in operating during the epidemic, and personal incomes were affected and they were unable to maintain previous consumption levels.

On the other hand, the stagnation of logistics and retaliatory consumption during the epidemic will lead to rising prices, thus inhibiting consumption.

For example, we are now at the end of the COVID-19 epidemic. Because I was closed at home, I never went out to eat, drink or have fun because the stores were closed and people were not allowed to go out.

So during this period, I had some money on my hands that I had not spent before, and because I had not spent money for a long time, I was more generous to myself. So when I saw any milk tea shop, chicken steak shop, etc. on the street, I would go in and spend a lot of money.

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