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Price gouging is the practice of sharply raising prices on goods, often during emergencies or disasters. It occurs when demand spikes or supply drops, disrupting market equilibrium. For example, after a tornado, demand for essentials like water skyrockets, prompting sellers to raise prices dramatically. During the COVID-19 pandemic, hand sanitizers and face masks experienced similar price increases as supply became limited and demand surged.

Higher prices discourage excessive buying by making goods less affordable, ensuring adequate supply for everyone. If water bottles remained one dollar after a tornado, individuals might purchase in excess, creating shortages. By raising prices, sellers control consumption patterns and prevent hoarding, keeping essential items available for those who truly need them during crises.

Critics argue price gouging is unethical because it disproportionately harms lower-income individuals who are already struggling from disasters. During emergencies, vulnerable populations face the greatest burden when essential goods become unaffordable. This practice exploits people's desperation and need for survival items, widening economic inequality during times of crisis.

Governments use two main approaches: price regulation laws and direct financial assistance. Some states have enacted laws limiting price increases during emergencies. Additionally, governments provide direct financial assistance to affected populations, enabling them to afford essentials without relying on price increases as a hoarding deterrent. This ensures both availability and affordability.

During COVID-19, sellers dramatically increased prices for necessities like hand sanitizers and face masks. Items once affordable suddenly cost many times their original price. However, higher prices limited hoarding by discouraging bulk purchases, keeping supplies available. Without price increases, individuals likely would have bought large quantities, leaving others without access to critical protective items.

When demand spikes during emergencies, market equilibrium is disrupted. Sellers respond by raising prices sharply to manage the sudden surge in demand. This price increase serves as a market mechanism to balance supply and demand, preventing shortages and ensuring resources reach those with the greatest need rather than those willing to buy in excess.

Government financial assistance helps people afford essentials despite price increases, reducing the burden on vulnerable populations. By providing direct payments or subsidies, governments ensure access to necessary goods without relying solely on price controls. This approach addresses both the affordability crisis and the need to prevent hoarding, supporting those most affected by emergencies.