Gen Alpha tweens hold significant sway over parents' purchases: Study

Older Gen Alpha consumers between the ages of 9 and 13 like to shop and influence purchases, with 68% owning a luxury product by the age of 10, according to Razorfish data. This generation was born between 2010 and 2024. The cohort puts a heavy emphasis on beauty products, regardless of gender. One-third of Gen Alpha tweens have more than three beauty products for daily use and 73% are interested in teaching a parent about skin care, according to the report.