The finding: Generation Alpha is already shaping what items households buy, per a new PwC survey of more than 1,000 US children ages 7–14 and their parents.

Nearly all (97%) Gen Alphas say they influence clothing and accessories purchases at least some of the time—a view largely shared by parents, 94% of whom acknowledge that sway. There’s slightly more disconnect in categories like skincare and beauty, where 81% of kids report influence compared with 61% of parents. Even so, it’s clear that Gen Alpha plays a growing role in family spending decisions.

That influence is amplified by their deep immersion in digital life. Roughly 3 in 5 (61%) of Gen Alphas spend at least two hours a day on a mobile device, per Morning Consult. About 72% own a smartphone and 70% a tablet, and they average 3.6 hours of recreational screen time daily, per PwC. Not surprisingly, that exposure shapes demand: Roughly three in five (61%) say social media makes them want to buy something, outpacing friends, TV ads, and in-store browsing.

Zooming in: Food and drinks are the most common purchases among kids (72%), followed by toys (57%) and clothing (55%). Digital spending is also widespread: More than half report buying apps or downloads, and many spend money within games.

Implications for retailers and brands: Gen Alpha may not hold a credit card, but they’re influencing how their parents’ cards are used. They research products online, discover brands through social platforms, and advocate for purchases at home. In many cases, they’re forming brand preferences years before they have meaningful spending power of their own.

That shift carries real implications. Product discovery is increasingly happening on platforms traditionally viewed as entertainment, including YouTube, gaming environments, and social media feeds. That’s why they don’t see those spaces as distinct from commerce.

Brands that overlook those channels risk missing the earliest stage of loyalty formation. Winning with Gen Alpha will require showing up where they already spend time, in formats that feel authentic, interactive, and native to their digital lives.