Gen Alpha has eclipsed $100 billion in annual spending power, according to new research from DKC Analytics. The average Gen Alpha child has roughly $67 of their own money to spend in a typical week, totaling approximately $3,484 per year. The majority (91%) of Gen Alpha are actively earning money through payment for chores, payment for good grades or behavior, doing odd jobs outside of the house, and online selling/reselling. Eighty-three percent of parents provide an allowance, with $20 being the median weekly allowance for Gen Alpha children. According to the report, more than four-in-10 (42%) Gen Alpha parents say that their household spending is influenced by their child’s opinions. This rises to nearly half (49%) for those with a household income greater than $100K. When asked, a majority (86%) of parents could name a brand or retailers they learned about from their child. Food (99%), movies/TV (97%), video games (96%) and music (96%) are the categories where parents’ spending decisions are most impacted by their Gen Alpha children’s opinions. Two-thirds (66%) of parents have tried new or different foods based on their child’s recommendations. Traveling to a new or different vacation destination (52%), trying new beauty products (49%) and watching new or different sports (46%) were also areas when parents made new decisions based on Gen Alpha opinions. 61% of Gen Alpha parents are making more purchases online. 66% of parents say their Gen Alpha children will eventually depend on AI to shop (an increase of 11% from 2024). 77% of parents say their Gen Alpha children are screen addicts. 66% of parents now know online influences and content creators followed by their Gen Alpha child.