Are Retailers Set To Be Surprised By Gen Alpha’s Shopping Preferences?
The topic has been discussed at length regarding generational shopping preferences, and as these age cohorts advance in years, more and more data comes to light about the evolution of said preferences.
Thus it may come as little surprise that the emerging consumer base represented by the eldest members of Gen Alpha (born 2010 through 2024) is a hot topic currently. And although the sample size is assuredly small, a Shoptalk Fall panel recently held in Nashville allowed these teens to talk about their own consumer habits, likes, and dislikes, as profiled by Modern Retail’s Julia Waldow.
“Many retailers and brands today are focusing on Gen Z, given that the generation’s purchasing power is projected to reach $12 trillion by 2030. But Gen Alpha, the oldest of whom are in their late teens, is increasingly catching their eye,” Waldow wrote.
“That cohort now influences nearly half of total U.S. household spending in families with children ages 8-14. It also has $100 billion in direct spending power annually — or roughly three times Iceland’s GDP. Amazon, Nike and McDonald’s rank among the top brands in households with Gen Alpha teens, according to a 2026 study by HarrisX and Allison Worldwide,” she added.
Topics covered by the panel included:
Celebrity or influencer marketing: A mixed bag according to the panelists, with one teen stating an affinity for the Cardi B and Old Navy team-up (“With Cardi B and Old Navy, I know Cardi B is going to be authentic, because she just speaks her mind and is such a funny person. That would make me want to go to Old Navy,”) and others saying that controversial artists might actually be a deterrent.
Value and thrifting leading the way: The teens mostly agreed on the subject of value-oriented buying, with thrifting being seen as a way to acquire goods made with care at a lesser cost. A liking of vintage flair, in tandem with real-life experience with quality hand-me-downs cultivated an enjoyment of pre-owned fashions, alongside the time-honored tradition of wanting unique threads. “I love thrifting with my whole spirit. It’s my favorite activity… I like to be [an] individual. I love my friends. I just want to be my own person outside of them,” one teen girl stated.
In-person shopping preferred, but with add-ons: While in-person shopping was a stated preference by the panelists, each also wanted a bit of a new or novel edge. Concerning pop-ups, product wasn’t enough (“I want an activity. Have something that people can do there,” one participant suggested), while comfort was king – notably, Aritzia’s changing room experience was awarded a shout-out: “There’s seating, there’s mirrors, there’s this area for you to sit with your friends when your friends are trying on clothes. A lot of areas are so uncomfortable that you always feel like they’re trying to kick you out,” said a second teen.
Gen Alpha Shoppers May Not Be as Enamored With AI Marketing or Sales Pitches As Believed
The biggest throughline discussed by the Shoptalk Fall teen panelists was a general aversion to all things AI, which may run contrary to popular wisdom in the retail marketing and sales sectors.
“That’s a huge turnoff,” said 18-year-old Hannah Schwartz.
“I think it’s better to fund the arts and fund actual people. That could be money going towards a designer to provide food for themselves,” agreed Miles Smith, 15.
“[Using AI] You’re just not doing the work. You’re not trying hard enough to get my money,” said Jewell Hamilton, also 15. “I’m a teenager. My money’s limited. I don’t want to give it to AI. Also, with AI models, I don’t know if you’re lying to me right now.”
Eighth-grader Mia Somes pointed to real-world evidence of her peers not buying in on AI, with her school attempting to use AI designs for merchandise. The student body was “super against it,” according to Barker.
“A student even made designs that were made by a human, and everyone loved that 10 times better. We want real,” she added.
Topics for further discussion:
In your opinion, are the opinions brought forward by the teen panelists congruent with larger Gen Alpha consumer attitudes? Where do you believe there is accuracy, and where might thoughts or outcomes be different?
How can retailers or brands make AI designs, sales pitches, or integrations more palatable to this emerging demographic of American shoppers? What concrete steps can be taken immediately? Which brands or retailers are ahead of the curve on this front?
Are you encouraged by the stated preference of these Gen Alpha panelists toward in-store shopping, or do you believe this is overstated?