Born from 2010 onwards, Generation Alpha consumed Bulgaria’s GDP in 2025

Members of Generation Alpha are too young to drive to a store or get a credit card in their own names, but that hasn’t stopped them from spending almost the equivalent of Bulgaria’s gross domestic product.

The younger generation, born between 2010 and the present, has surpassed $100 billion in direct purchasing power annually, according to a 2025 report from public relations firm DKC — and is driving even more spending by exerting a disproportionate influence on household purchases.

A survey of around 1,000 American parents of children between the ages of 8 and 14 revealed that 42% of family spending is influenced by the opinions of Generation Alpha, a number that rises to 49% in families with incomes exceeding US$100,000 per year. This influence can range from what is served for dinner to what clothes to buy and travel destinations.

“This generation has more money to spend than you might think,” Matthew Traub, president of DKC, told Fortune magazine. “Their economic influence is enormous.”

Predicted to be the largest generation—one day numbering 2 billion people—Gen Alpha is making early economic impacts not only because of its colossal size, but also because its familiarity with technology opens the door to countless frictionless e-commerce opportunities. Research-based consulting firm McCrindle — founded by social researcher Mark McCrindle, credited with popularizing the term “Generation Alpha” — reported that young people will have spending power of $5.46 trillion by 2029.

Generation Alpha: the entrepreneurial generation

So where does all this spending money come from for Generation Alpha? Like tweens of all generations, Gen Alpha kids do housework and mow the lawn in exchange for their parents’ allowance. Although 83% of parents interviewed said they give their children pocket money, 91% of this generation work or earn money on their own in some way, including 40% who receive money to do odd jobs outside the home.

Your gains are not insignificant. This generation of budding entrepreneurs has, on average, $67 to spend per week, totaling $3,484 per year. But what sets this generation apart from kids who stayed home alone after school and millennials is their “entrepreneurship,” driven by easy access to technology, according to Traub.

No wonder. The rise of TikTok and YouTube stars has caused Gen Alpha to view content creators as career models, with over 60% of this generation looking to these social media content creators for inspiration.

Gen Z’s success in creating content has already served as a model for the younger generation looking for a future in digital marketing and as an influencer. A survey conducted in 2024 by social commerce platform Whop revealed that 42% of American teens make money online through digital channels like Instagram and TikTok.

“Digital tools enable a level of entrepreneurship that replaces the old lemonade stand and gives instant access to a much larger audience,” said Traub.

Nike, Roblox and other brands conquer Generation Alpha.

Digital platforms are not just a way for today’s young people to make money; are the main way they spend it. Gen Alpha spends, on average, more than two hours a week shopping online, according to a 2024 report from content moderation consultancy WebPurify, and the websites frequented by this generation are turning into veritable online shopping malls.

According to DKC, Roblox and Nike are the companies most mentioned by Generation Alpha when talking to their parents. Amazon, Shein, Temu and TikTok also made the top 10.

In addition to the e-commerce giants, these brands have also entered the race for Generation Alpha’s money (or at least their parents’ credit cards). Clothing brand PacSun, for example, last year created a youth advisory board made up of Gen Z and Gen Alpha members, including content creators with millions of social media followers, to assist with decision-making and provide insights that appeal to its younger target audience.

Roblox — with more than 25 million daily concurrent users — announced in May 2025 the ability for users to purchase physical products in Roblox experiences, with their in-game avatars also receiving items as part of purchases. Nike has partnered with Roblox on its Nikeland experience since 2021, where users can not only play virtual dodgeball but also purchase digital sneakers for their avatars.

“Even on these gaming platforms that have traditionally been reserved for kids, e-commerce is becoming a really profitable way,” Alex Popken, vice president of trust and security at WebPurify, told . “We’re seeing kids being inundated with this content more frequently.”

2026 Fortune Media IP Limited