"Mom/Dad, we should buy this one instead.”
Sound familiar? Shopping used to be a parent’s decision. Today, it’s a family negotiation - and kids have the loudest voice.
The latest Gen Alpha report by DKC shows that children aged 8–14 now control over $100 billion in spending power every year. And it’s not just their allowance that matters. Nearly half of all household purchases are now influenced by their opinions.
What’s striking is how active and savvy this generation already is. Most Gen Alpha kids are earning money of their own, whether through chores, grades, or even side hustles like reselling online. On average, they’re spending more than $3,000 a year each. And parents admit it’s often their kids who are introducing them to new brands, new platforms, and even new slang.
That’s why we call them the Gateway Generation. They aren’t waiting until adulthood to become consumers. They’re already shaping what goes into the family cart, which apps get downloaded, and even which ads parents stop to watch.
As brands look ahead, the lesson is clear: ignoring Gen Alpha means missing the true decision-makers of today’s households. They’re not just future consumers: they’re active participants shaping brand preferences, digital habits, and family spending in real time. For advertisers, reaching this Gateway Generation with safe, engaging, and age-appropriate experiences isn’t optional... it’s the key to building loyalty that lasts well beyond childhood.
Nadav David
