After a protracted quarantine in China, fashion brand Hermès reopened its flagship store. On the first day, he managed to earn $ 2.7 million. This is the highest figure for a boutique operating in China. After being in captivity for several months, thousands of shoppers were finally able to take up shopping therapy. The term “revenge buying” or “shopping revenge” has taken on a new meaning.

This example is a bit unusual. However, it may well become a demonstration of the behavior of people who will finally be allowed to attend events. What can a revenge look like in the event field? Can you benefit from this? Yes and no. Let’s talk in more detail.

How to initiate a rematch: a guide for event companies

In the same way that fans of the Hermès brand missed new things, millions of people around the world are hungry for events, whether it be concerts, exhibitions, scientific conferences or club parties. Online events only partially meet this demand. The inability to communicate in person and attend the event cannot be compensated for.

Let’s give an example. One of the reasons why “starvation diets” are dangerous is the triggering of a built-in defense mechanism in the body. He does his best to get back the lost pounds. Revenge shopping behavior has a similar effect.

Human beings are social animals by nature. After several months of quarantine, they will be ready to do anything to restore their previous public contacts. As a result, a surge in demand for events is expected – and one that organizers have never encountered before.

Naturally, this scenario is not possible in the near future. After all, neither in Ukraine nor in other countries there is a clear understanding of when full-fledged events will be allowed.