If you’re in retail or brand strategy and still think Gen Alpha is “too young to matter,” think again.
Born after 2010, Gen Alpha is already making their mark — not just as tomorrow’s consumers, but as today’s influencers. More than 80% receive pocket money and, perhaps more importantly, they hold sway over their Millennial parents’ spending decisions across categories from apparel to activities.
In a recent episode of The Digital Front Door — hosted by retail expert and omnichannel consultant Scott Benedict — Madison McBride of McMillanDoolittle shared global research that paints a compelling picture of how Gen Alpha is reshaping retail expectations.
Yes, they’re digital natives — raised with tablets in hand and algorithm-driven feeds shaping their worldview. But they’re also showing a surprising preference for in-person, screen-free retail experiences.
Here’s the twist: while they expect frictionless e-commerce, they also want a reason to walk into a store. Immersive pop-ups. Personalized interactions. Branded in-store experiences they can’t get online. The brands winning with Gen Alpha — like Claire’s, Chipotle, and Alo — are the ones blending physical and digital seamlessly.
And it’s not just where they shop, but how they’re influenced. Traditional ads? Skipped. Instead, Gen Alpha discovers new products through YouTube, TikTok, gaming platforms like Roblox, and short-form content from influencers they trust. The message? Don’t just sell them a product — sell them a personality.
This generation doesn’t stick around for long-form anything. They want relevance, authenticity, and connection — fast. Your campaign that took three months to produce? It may have missed the cultural moment entirely.
So what should brands be doing now?
- Create in-store moments that matter — exclusives, customization, or immersive environments.
- Invest in authentic partnerships — not just with influencers, but with creators who shape the culture Gen Alpha lives in.
- Design for short attention spans — mobile-first, tablet-friendly, trend-aware.
Retailers who wait to engage until Gen Alpha hits their twenties may find themselves irrelevant by then. Building a relationship today is an investment in future loyalty — and survival.
Ignore them at your own risk.
