Gen Alpha: Children Who Are Changing the Rules of Shopping

While Millennials and Generation Z grew up with the advent of the internet and smartphones, Gen Alpha was born directly into this world. They are children growing up on YouTube, TikTok, and in households where technology is taken for granted. They have millennial parents who provide them with a high degree of autonomy and involve them in everyday decision-making. They reject labels, combine physical with digital, and although they are still very young, they already have distinct attitudes, habits, and expectations. They don’t just want to play—they want to decide, create, and be seen.

The data this article draws on comes from research by the Razorfish agency in collaboration with GWI. The survey was conducted in the USA on a sample of 2,310 children aged 9 to 13 during October and November 2024. The research uses quantitative questionnaire methods and offers a detailed look at the values, behaviour, and consumer preferences of Generation Alpha. Although it’s an American context, many of the observations are applicable to the European environment as well—especially when following global trends that also influence the digital behaviour of young customers in our region.

They Are Small but Demanding. And They Want to Decide

Forget that children are just passive recipients of advertisements. Gen Alpha actively participates in decisions about major purchases. For example, 61% of them have the final say in choosing a family car. And not only do they want to influence, but also share their “know-how” – for instance, 73% of children who use more than three cosmetic products want to teach parents their skincare routine.

Physical vs. Digital? Both Worlds Are Equal

Paradoxically, Gen Alpha highly values offline experiences, even though they grow up with a mobile in hand. More than two-thirds prefer dining with family over scrolling through social media. Up to 66% would rather spend money on a physical product than a purely digital one. For e-shops, this means that even digital communication must create a bridge to the real world – for example, through events, pop-ups, or IRL experience campaigns.

Beauty and Status: More Than Just Fun

Cosmetics and fashion are matters of prestige for Gen Alpha. 1 in 3 owns more than three cosmetic products, and up to 68% of children have at least one luxury product by the age of ten. However, it’s not just about brands – it’s about visual identity, which they build through social media. Nearly three-quarters of children follow beauty content, with a third creating their own “Get Ready With Me” type videos. More than a third of Gen Alpha children attach greater importance to how they look online than in real life.

Gen Alpha doesn’t accept things as they are. They try, adjust, adapt – from choosing cosmetics to how they want to pay. 40% of them prefer cash to cards. Instead of brand loyalty, they seek variability and the ability to do things their own way. They don’t see personalisation as a benefit, but as a standard. Brands that offer them the opportunity to participate in creating the final product will have a clear advantage.

Social Awareness? Not as You Might Expect

Gen Alpha embraces values such as inclusivity and diversity. Up to 80% of children use filters to alter their appearance, yet they expect media to depict various body types. However, ecological issues remain rather on the sidelines. Only 38% of children would pay extra for a sustainable product. While this may seem like a low number, in the context of their age, it’s a relatively high proportion – especially for children who don’t have an income but are already shaping their household’s purchasing behaviour today. Compared to Generation Z, which more frequently cites sustainability as a priority, it’s still a noticeable difference. For brands, this is a signal that if they want to engage Gen Alpha in sustainability, they’ll need to use a different language – not moralising, but design, status, and playfulness.

What to Take Away from This if You Sell Online?

1. Gen Alpha are not future customers – they are already part of the purchase process. From groceries to cars to cosmetics – they have a voice that is heard.
2. The digital world must have an offline reach. Although they live online, they crave physical experience and social interaction.
3. Forget about “for boys” and “for girls” categories. Skincare, fashion, and technology are for everyone – regardless of gender.
4. Personalisation is not a benefit; it’s a standard. From packaging to configurators – they want to create the product in their own way.
5. The topic of sustainability won’t interest them unless it’s cool. They build a sense of responsibility through style and self-expression, not through facts.

For e-commerce brands that want to stay ahead, it’s now essential to think like Gen Alpha. Not because they are the children of your customers – but because they are already customers themselves.