Gen Alpha, born between 2010 and 2024, now wields over $100 billion in annual spending power. Most Gen Alpha children earn and spend their own money, with their preferences strongly influencing household purchases, especially in food, entertainment, and retail. Parents increasingly note their children’s impact on family spending, brand awareness, and digital shopping habits.
Key Takeaways
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Gen Alpha directly influences family buying.
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Most Gen Alpha earn and spend weekly money.
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Brand awareness starts early for this group.
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