An analytic model is developed and used to study the phenomenon of flow reversal which is observed in two-dimensional simulations of divertor plasmas. The effect is shown to be caused by the radial spread of neutral particles emitted from the divertor target which can lead to a strong peaking of the ionization source at certain radial locations. The results indicate that flow reversal over a portion of the width of the scrape-off layer is inevitable in high recycling conditions. Implications for impurity transport and particle removal in reactors are discussed.