For a generation often defined by screens, scrolling and digital-first lives, it's easy to assume that online shopping would be the natural default.
But our latest thought leadership study, Born to Shop, reveals the reality for Gen Alpha, shopping is all about experiences, connection, self-expression and fun. In fact, as childhood becomes increasingly digitised, the value of offline experiences appears to be growing.
For many kids and teens, retail isn't competing with the online world but is offering something the online world can't - a chance to spend time together, immerse themselves in their favourite brands and turn shopping into an event in its own right.
When we asked US kids, "How much money do you have to spend on things you want to buy right now?", the answers added up to a staggering $1.1 billion.
Of course, Gen Alpha's influence extends well beyond their own wallets. From choosing family meals and entertainment to having a say in bigger purchases like family cars, kids are increasingly influential decision-makers within the home.
And many young consumers approach spending with surprising intent and strategy. You only have to observe tweens in Miniso or Edikted to realise that purchases are carefully considered, saved for and planned.
This is a generation that sees spending as sport but understands value, weighs up choices and knows exactly what they want.
Despite growing up in a world where almost anything can be bought with a few taps on a screen, (Amazon sits in the top 10 of Beano Brain’s Top 100 Coolest Brands) Gen Alpha remains deeply attached to physical retail.
When we asked where they preferred to shop, 72% of US kids chose real-world stores, compared with just a quarter who preferred shopping online. And that preference is rooted in the deeply emotional with 86% of US children describing shopping as "fun."
The appeal isn't simply about acquiring products. It's about browsing with friends, discovering something unexpected, exploring new environments and spending time together.
For many young consumers, shopping remains a genuinely enjoyable leisure activity rather than a transactional task.
There's been no shortage of discussion about the search for "third spaces" among younger generations. From run clubs to gaming communities and listening events, much has been written about where young people gather beyond home and school. But our research suggests Gen Alpha may already have their own version of the third space: retail.
Whether they're spending time with family, meeting friends at the mall or planning a trip to a track down those rare NeeDohs, shopping destinations provide a reason to get together.
This is particularly evident in the US, where 26% of children associated shopping with "hanging out." Because shopping isn't always the primary objective. Sometimes it's the framework around which social experiences happen.
The implication for brands is clear. The most successful retail spaces won't simply be places to buy products, they'll become places that support family rituals, friendship groups and moments of connection.
Youth culture has always revolved around passions and obsessions. Whether it's sneakers, skincare, squishy toys, gaming, sports or collectables, young people love immersing themselves in the things they care about.
Their interests don't just stay online. They show up everywhere: bedroom décor, water bottles, school bags, social content and wish lists and what surprised us was the extent to which physical retail experiences now play a role in that fandom journey.
For many kids, engaging with a brand means much more than simply owning a branded product - they want to step inside a brand world. They want experiences that feel immersive, memorable and shareable.
In other words, young consumers aren't just buying into brands they’re spending time with them.
For brands, this raises an important question: are your retail environments simply showcasing products, or are they creating spaces where young fans feel seen, understood and welcomed?
For all the narratives about digital natives living online, Gen Alpha's relationship with retail reminds us of a fundamentally human truth: people still crave experiences they can physically step into.
The brands that win with Gen Alpha won't simply be the ones that make products available. They'll be the ones that transform retail into something worth leaving the house for.
Because for today's young consumers, shopping isn't just about buying things. It's about belonging, experiencing and becoming part of something bigger.
Want to learn more about how your brand can make the shopping experience stronger for Gen Alpha? Dive into our mini-report, Gen Alpha: Born to Shop.