Gen Alpha shoppers

Born after 2010, Generation Alpha is already shaping retail trends. With over half receiving allowances averaging $22 weekly, their direct spending power exceeds $28 billion. Younger kids splurge on toys and snacks, while older kids gravitate toward electronics, entertainment, and fast food. Beyond direct purchases, Gen Alpha wields strong influence – 69% have requested products they saw advertised, and nearly half contribute to household shopping lists. Digital to the core, many own tablets (49%) or phones (38%) and favor video-centric platforms like YouTube and TikTok. Interestingly, Gen Alpha likes to shop in stores and when asking parents for reasons why, top reasons are spending time with family outside the home (47%) and shopping trips being a fun activity (45%). As these kids age, they are more likely to shop from home.

Source: Numerator, September 2025.