Data Drop: 6 Charts on Gen Alpha’s Parent-Supervised Path to Purchase

Gen Alpha’s Influence on Family Shopping Habits Is Growing

Report by Jennifer Pearson, and Paola Flores-Marquez  | Jan 31, 2025
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Table of Contents
One-seventh of the US population is Gen Alpha
Gen Alpha’s product discovery primarily happens on digital
Shopping independently is not commonplace
More than half of Gen Alpha receive an allowance, but amounts vary
Gen Alpha’s allowance enables purchases
Gen Alpha is steering family shopping toward digital
Media Gallery
About This Report
Gen Alpha’s shopping journey starts and ends on digital, with parents facilitating the way.
Topics
Children
Consumer Behavior
Parents
US
United States
Table of Contents
One-seventh of the US population is Gen Alpha
Gen Alpha’s product discovery primarily happens on digital
Shopping independently is not commonplace
More than half of Gen Alpha receive an allowance, but amounts vary
Gen Alpha’s allowance enables purchases
Gen Alpha is steering family shopping toward digital
Media Gallery

Gen Alpha, who we define as those born between 2013 and 2024, is a key emerging consumer group. With the oldest members a year shy of being teenagers, their own shopping habits are solidifying—and in turn driving their parents’ digital and social shopping behaviors.

One-seventh of the US population is Gen Alpha

Just under 40% of US households have children under age 18 in 2025, per the US Census Bureau. Of those, nearly one-third have a child under 12. Gen Alpha comprises 14% of the population. Their parents are primarily millennials and Gen Zers.

Gen Alpha Share of US Population, 2025 (% of total)
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For a deeper dive, see our January 2025 report:
Report by Paola Flores-Marquez Jan 23, 2025
Gen Alpha Digital Habits 2025

Here’s what’s in the full report

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Exportable files for easy reading, analysis and sharing.

6charts

Reliable data in simple displays for presentations and quick decision making.

Table of Contents

  1. One-seventh of the US population is Gen Alpha
  2. Gen Alpha’s product discovery primarily happens on digital
  3. Shopping independently is not commonplace
  1. More than half of Gen Alpha receive an allowance, but amounts vary
  2. Gen Alpha’s allowance enables purchases
  3. Gen Alpha is steering family shopping toward digital
  1. Media Gallery

Charts in This Report

Gen Alpha Share of US Population, 2025 (% of total)Platforms/Channels Where US Children Find Out About the Latest Toys, May 2024 (% of respondents)
Frequency With Which US Gen Alpha Children* Shop Independently In-Store vs. Online According to Their Parents, March 2024 (% of respondents)Weekly Pocket Money for US Children and Teens, Sep 2024 (% of respondents)
Products Purchased by US Gen Alpha Children* Using Personal Allowance According to Their Parents, March 2024 (% of respondents)Shopping-Related Attitudes and Behaviors of US Parents That Are Driven by Their Gen Alpha Children, March 2024 (% of respondents)

authors

Jennifer Pearson, and Paola Flores-Marquez