The Tween Takeover: How Gen Alpha Is Shaping Household Spending

Generation Alpha is entering its tweens with their allowance money ready to be spent on more than just ice cream and candy.

Razorfish and GWI conducted a joint study this past fall of 2,300 Gen Alpha (2010-2024) kids aged 9-13, and the results may come as a surprise.

Now, even though Gen Alphas are a good few years away from full-time jobs and salaries, their purchasing power and sway in their homes are undeniable. According to the study, “61% of parents say their kids have a big influence on what their family eats, while 77% are interested in being an active participant in grocery shopping. And their impact goes beyond food––61% of parents say their kids have final say on which car they purchase.”