How Gen Alpha shops — and what they shop for

Gen Alpha, representing consumers age 14 and under, is the first demographic cohort born entirely in the 21^st century (the preceding age demographic Gen Z is usually considered to have begun in approximately 1997). As previously reported by Numerator, Gen Alpha consumers possess approximately $28 billion in purchasing power.

However, new data from Numerator reveals that 53% of parents of Gen Alpha children report giving them some sort of weekly allowance, averaging at about $22. The most popular items Gen Alpha consumers purchase with their allowance money are snacks (59%), entertainment (34%), electronics (31%) and beverages (31%).

Spending varies by age, with Numerator analysis indicating Gen Alpha consumers age 1-5 are most likely to buy toys (64%) and snacks (51%), while those age 6-10 focus more on both toys (70%) and snacks (65%), but also like to purchase entertainment (35%) and electronics (29%).

Older Gen Alpha consumers age 11-14 shift their spending priorities to apparel (42%), electronics (42%), and beauty or skin care products (30%).

Two-in-three surveyed parents of Gen Alpha consumers say their child prefers shopping in-store, with the top reasons being family time outside the home (47%) and the sense that shopping trips are fun (45%). Among 11–14-year-olds, 48% learn about new products from influencers and internet personalities, a rate that now rivals in-store discovery.

Gen Alpha social media preferences

• YouTube – 56% (including 43% of Gen Alpha consumers under 10).
• TikTok – 22%
• Snapchat – 12%
• Instagram – 12%

Numerator uses a nationally representative panel to track Gen Alpha shopping behavior and consumer preferences through purchase-verified surveys and purchase panel.