In order to simulate the multiple impacts on the packaging in logistics transportation, the honeycomb paperboard was subjected to constant amplitude multiple impacts with the dropping height of 5, 20, 40 and 60 cm, respectively. A critical dropping height was defined to divide the intensity to low ones (the dropping height of 5 cm) and high ones (the dropping heights of 20, 40 and 60 cm). Then, quasi‐static compression was performed to study the constitutive model of paper honeycomb. The cushioning response of honeycomb paperboard under out‐of‐plane multiple impacts was studied. A model for the initial peak stress under multiple impacts at low intensity was derived, depending on the critical buckling load of cell walls in elastic region. The effects of high‐intensity multiple impacts on elastic strain, plastic strain and Young's modulus were analyzed, and the theoretical models were also developed respectively. Finally, the model of energy absorption performance of honeycomb paperboard under multiple impacts was suggested and shown great agreement with the experimental results. The results should be helpful for protective packaging design in practical logistics and honeycomb paperboard structure optimization.