Retailers are increasingly focused on the influence of young shoppers, notably Gen Alpha, who are beginning to assert their purchasing preferences. While currently financially dependent on parents, this demographic already drives 75% of purchase decisions. Interestingly, Gen Z, their immediate predecessors, show a strong preference for in-person shopping at 81%. Retailers like Sephora recognize this trend and adapt their store experiences to blend engaging, tactile interactions with the digital savvy of young consumers, acknowledging their tendency to research online while shopping in stores.
In the era of Sephora kids, the beauty retailer is well aware of the allure of its stores for young shoppers, even as they're more digitally aware than ever.
Almost 75% of Gen Alpha members are already driving purchase decisions, reflecting their growing influence on family spending.
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