Gen Alpha loves brick-and-mortar retail. Here's what they want when they shop.

"roughly spanning those born between 2010 and 2024, doesn't have much of its own money to spend quite yet. But we already know their impact on culture (who among us didn't reluctantly Google what "6-7" meant last year?), and as they enter their teens, they've become "influencers in the household," too, Melissa Gonzalez, principal and founder of retail consultancy MG2 Advisory and author of a new report on Gen Alpha's impact on retail that surveyed 500 children between ages 8 and 14, told Retail Brew."

"They both prefer to "have a seat at the table" when it comes to brands, Gonzalez said, and enjoy in-person retail experiences. But while other generations turned to Google or even TikTok for information, Gen Alpha is adept with AI and the use of ChatGPT, and has grown up in the virtual universe of Roblox. At the same time, 73% prefer to shop in stores, per MG2-a stat that aligns with previous study from Numerator last fall."

Gen Alpha spans those born roughly between 2010 and 2024. Gen Alpha currently has over $100 billion in spending power, nearly half of household spending, and that spending is projected to grow substantially by 2029. A survey of 500 children ages 8 to 14 found strong in-store shopping preferences and widespread desire to collaborate with brands. Gen Alpha is fluent across digital and physical channels, grew up with Roblox, and readily uses AI tools such as ChatGPT. Gen Alpha seeks co-creation, meaningful brand participation, and immersive retail experiences.

Read at Retail Brew