Retaliatory consumption refers to the behavior of limiting people's consumption demand in a special period or occasion, and once the ban is lifted, letting go of their desire to spend crazily. For example, this epidemic has forced many people to stay at home, so the consumption that could have been done has been further restricted, so it is expected to develop into retaliatory consumption after the lifting of the ban. In addition, we can also see this phenomenon in e-commerce festivals such as Double Eleven and June 18th. Everyone adds the goods to the shopping cart and waits, and then retaliates by emptying all the purchases on the same day.

In this COVID-19 epidemic, it grounded people at home, and suppressed people's normal consumption demand in a short time, such as travel, catering, parties and so on. Therefore, after the epidemic, many people eat twice the delicious food they didn't eat, and go to see the beautiful scenery they didn't see because of the epidemic twice. However, we should also consider the acceptability of the market. On the one hand, some industries and enterprises encountered difficulties during the epidemic, and their personal income was affected, which made it impossible to maintain the previous consumption level. On the other hand, the stagnation of logistics and retaliatory consumption during the epidemic will lead to the rise of prices, thus inhibiting consumption.