The survey says Gen Alpha is so online that 95% of parents learn about brands from them

Gen Alpha may not be at the forefront of every brand’s radar yet, but it’s time for retailers to start thinking about them and their concerns.

According to a new consumer survey conducted by DKC’s analytics team, 95% of Gen Alpha parents learn about new products or brands from their children.

  • Furthermore, 49% of these parents’ purchasing decisions are influenced by their children’s opinions.

The survey, conducted across the United States, included responses from 1,000 American adult parents of Gen Alpha children ages 8 to 13, which the report calls the “gateway generation.”

This generation is not only good at voicing their opinions within the family but also has the ability to spend their own money.

  • About 90% of Gen Alpha kids surveyed are looking to make money in one way or another, such as doing housework, pocket money, online sales or reselling.

And if the typical Gen Alpha child already has spending power, they obviously also have favorite stores and products to shop at.

  • According to the survey, 91% of parents surveyed said their children love shopping, while 92% said they are good at finding “interesting new products.”

The top 10 stores on the list of children’s favorite retailers are Walmart, Amazon, Target, Nike, GameStop, Five Below, Shein, Costco, Dollar Tree and Sephora.

This report has been originally published via Beer retail.

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