Generation Alpha, born from 2010 onwards, represents about 46 million kids in the U.S. with a spending power of approximately $28 billion, as reported by Numerator. These children, who receive an average weekly allowance of $22, primarily spend it on toys and snacks. Their purchasing preferences are shaped by digital marketing and social trends, significantly impacting brand visibility. Brands like Samyang, Owala, and Cirkul have gained popularity among this demographic, while personal care products are becoming increasingly favored. Social discovery sources differ between age groups, highlighting their evolving consumer behavior.
Born in 2010 or after, these under-15-year-olds typically have an average weekly allowance of $22, which they largely spend on toys and snacks.
Gen Alpha's brand preferences tend to be influenced by social trends and digital marketing, leading some products to breakout success.
Among kids 6 and older, the top source of product discovery is from their friends, followed by TV commercials and social media influencers.
Interestingly, Numerator found that more than half of six-year-olds have asked for something they saw in an advertisement.
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