Conversational recommender systems (CRSs) aim to provide recommendation services via natural language conversations. Although a number of approaches have been proposed for developing capable CRSs, they typically rely on sufficient training data for training. Since it is difficult to annotate recommendation-oriented dialogue datasets, existing CRS approaches often suffer from the issue of insufficient training due to the scarcity of training data. To address this issue, in this paper, we propose a CounterFactual data simulation approach for CRS, named CFCRS, to alleviate the issue of data scarcity in CRSs. Our approach is developed based on the framework of counterfactual data augmentation, which gradually incorporates the rewriting to the user preference from a real dialogue without interfering with the entire conversation flow. To develop our approach, we characterize user preference and organize the conversation flow by the entities involved in the dialogue, and design a multi-stage recommendation dialogue simulator based on a conversation flow language model. Under the guidance of the learned user preference and dialogue schema, the flow language model can produce reasonable, coherent conversation flows, which can be further realized into complete dialogues. Based on the simulator, we perform the intervention at the representations of the interacted entities of target users, and design an adversarial training method with a curriculum schedule that can gradually optimize the data augmentation strategy. Extensive experiments show that our approach can consistently boost the performance of several competitive CRSs, and outperform other data augmentation methods, especially when the training data is limited. Our code is publicly available at https://github.com/RUCAIBox/CFCRS.