Understanding Gen Alpha shopping behavior is now critical for any brand aiming to future-proof its e-commerce strategy. As the first fully digital-native generation, Gen Alpha is already making waves in consumer trends—well before they even reach adulthood. In this article, you’ll learn:
- Who Gen Alpha is and what makes them unique
- Key insights into their shopping habits in 2025
- Why they prefer physical stores despite growing up online
- How brands can market to them effectively—now and in the future
- Trends in AR, personalization, and loyalty that are shaping their expectations
(Image Source: www.unsplash.com)
Let’s start by answering a simple but essential question: who is Gen Alpha?
Who is generation Alpha? Definition, traits, and age range
Generation Alpha includes children born from 2010 to 2024, making them 1 to 15 years old in 2025. They are the first generation entirely born in the 21st century, and most are the children of Millennials and younger Gen Xers.
What defines Gen Alpha?
- Digital natives: Born into a tech-saturated world, they’ve never known life without smartphones, AI, or streaming platforms.
- Hyper-connected: They engage in both virtual and real-world experiences, often blending the two.
- Influencers at home: Despite their age, Gen Alpha influences family spending across categories like food, beauty, and even cars shows newest Razorfis’s report on Generation Alpha unique behaviour and influence.
- Brand-savvy: They already own luxury products, follow influencers, and experiment with sophisticated skincare routines, according to Razorfish’s report cited above.
Related to Gen Alpha shopping behavior:
Key insights into Gen Alpha shopping behavior in 2025
1. Gen Alpha prefers shopping in-store – for now
Though often assumed to be glued to screens, 75% of Gen Alpha say they enjoy the experience of visiting physical retail stores. From Sephora to Ulta, this generation is driving foot traffic—not just clicks. Why?
- No access to online payments: Many don’t have personal debit or credit cards yet.
- Parental shopping: Their shopping trips are usually with Millennials, and 87% of parents say their kids influence household purchases – a $500 billion impact.
- Hands-on experience: Gen Alpha loves to touch, test, and try before buying.
2. Tangible > Virtual: The physical world still wins
Despite their digital fluency, Gen Alpha values the physical over the virtual. According to Razorfish, 66% of Gen Alphas would rather spend money on real-world items than digital-only ones.
- 63% want to celebrate birthdays in beauty stores like Sephora
- 47% prefer to receive cash over digital gifts
- 67% prefer eating with others rather than while scrolling.
3. Gen Alpha is already influencing big purchases
This cohort doesn’t just impact snack and toy choices. According to Razorfish, 61% of parents say Gen Alpha has the final say in car purchases, and 77% are involved in grocery shopping decisions.
They’re even teaching skincare routines to their parents. Among kids who use more than three products, 86% are eager to share that knowledge.
📌 Brand strategy: Treat Gen Alpha as co-purchasers, not passive bystanders. Include family-centered messaging in product descriptions and ads.
4. Social media is their shopping guide
36% of Gen Alpha care more about looking good online than in real life, and 75% consume beauty content on social media. Influencers are their new storefronts, and 38% create their own content, including Get Ready With Me (GRWM) videos.
📌 Action step: Invest in influencer partnerships and TikTok-ready product content. Gen Alpha looks for what’s seen and shared.
5. Social consciousness? Still developing
Unlike Gen Z, Gen Alpha shows less commitment to sustainability. Only 38% say they would pay more for eco-friendly cars, and just 12–14% prioritize organic or local food when making decisions, according to Razorfish.
However, 63% want more body diversity in media, and 80% have used retouching filters on social media—a paradox of self-editing and craving authenticity.
📌 Content tip: Focus less on ESG jargon, and more on real, inclusive representation. Let values show in action—not just words.
6. Experimentation over expertise
Gen Alpha is eager to try new things—even when they’re not age-appropriate. 58% are using skincare products formulated for adults, like retinol and benzoyl peroxide. They want to lead, even if their knowledge is still forming.
- 72% say they understand money
- 75% believe they deserve most things they want—even if unrealistic.
📌 UX idea: Include education in your product pages, videos, and influencer collabs. This generation will self-teach—if you let them.
7. Early loyalty & personalization are essential
Generation Alpha may still be young, but they’re already forming long-term brand preferences. Razorfish reports that 68% of Gen Alphas own a luxury product by age 10, and over 50% received their first luxury item earlier than their older siblings. This early exposure means brands have a golden opportunity to establish lifetime loyalty now, not later.
What they want is personal:
- Products that reflect identity and uniqueness
- Brands that allow them to co-create or customize
- Messaging that reflects who they are—not who they’re expected to be
Custom kits, build-your-own-product bundles, and interactive digital profiles (think: avatars, badges, rewards) can help turn young browsers into brand ambassadors.
📌 Tip: Use AI-powered personalization tools to tailor experiences even in kid-friendly ways. Think: “Build your own skincare routine” or “Choose your adventure” purchase flows.
8. Their future purchasing power can’t be ignored
Their eventual purchasing power is projected to surpass $5 trillion globally, and it starts accumulating now through influence and digital presence.
They are:
- Co-purchasers, not passive bystanders
- Content creators from day one (38% already post beauty-related content)
- Aspiration-driven shoppers who follow influencers and trends
E-commerce strategies need to look 3–5 years ahead to ensure that what you build today scales into long-term Gen Alpha relationships.
📌 Pro tip: Start tracking Gen Alpha–driven traffic and purchases in your analytics. Are parents buying what their kids suggest? Your marketing should know.
9. AR, gamification & mobile-first experiences will win
This generation grew up tapping, swiping, and speaking to smart assistants. Their expectations around shopping are shaped by mobile UX and interactive platforms. That’s why gamified commerce, AR try-ons, and immersive experiences are already winning over Gen Alpha.
Ideas that resonate:
- AR try-ons for clothes, skincare, or glasses
- Collectible digital rewards tied to product purchases
- Gamified loyalty apps with progress badges and friend challenges
More than just engagement tools, these experiences support Gen Alpha’s desire for control and experimentation, especially as they start managing their own purchases via apps, debit cards, and digital wallets.
📌 SEO Tip: Target terms like “AR shopping for kids,” “gamified ecommerce,” and “best shopping apps for tweens.”
What this means for e-commerce in 2025?
✅ Do this to win Gen Alpha’s loyalty:
- Create phygital shopping experiences that blend real-world interaction with online engagement.
- Use influencer and UGC campaigns to stay visible in their social feeds.
- Engage their Millennial parents with smart family marketing.
- Offer interactive and educational product content to empower young decision-makers.
- Develop personalized and inclusive products to foster early brand love.
Quick FAQ: Gen Alpha shopping behavior
What is Generation Alpha?
Children born between 2010 and 2025. The first fully digital-native generation, currently aged 0–15.
How does Gen Alpha shop in 2025?
They prefer real-world experiences but rely on digital inspiration. They shop with parents, use social media, and love physical stores.
Gen Alpha shopping behavior – what influences it?
Social media, influencers, customization, hands-on experiences, and a desire to stand out.
How can brands market to Gen Alpha?
Use mobile-first and immersive strategies, partner with influencers, offer personalized shopping tools, and create experiences that mix fun and functionality.
Final thoughts on Gen Alpha shopping behavior: The future starts with them
Gen Alpha is already shaping e-commerce trends—despite being under 16. Retailers that understand their mindset, behavior, and future power will be positioned to lead.
This generation wants:
- Real-world fun with digital flair
- Content-driven discovery
- Products that speak to who they are
- Brands that grow with them
Don’t wait. Build brand relevance with Gen Alpha now – and reap the rewards as they grow into the most powerful consumer generation yet.
***
