63% of Gen Alpha kids seek luxury buys, 37% want to become influencers

It’s official: Gen Alpha kids, those born from 2010 to 2025, are shaping up as one of the youngest yet most brand-aware generations ever. A recent survey by Hosting Advice of 500 parents of 7- to 14-year-olds revealed that 70.4% of these young shoppers ask their parents for items seen online at least once a week.
Not only that, but 28% of parents reported that these requests are daily. As many as 26.93% of parents noted that the items being asked for were luxury items like watches and jewellery.
All children under 15 seem to want to buy a lot of stuff. Just 8.25% of the surveyed parents said their 12-to-14-year-olds request something they’ve seen online less than once a month. When it comes to parents of 6-to-11-year-olds, only 4.95% of parents say the same thing.
What are Gen Alpha kids asking for the most? Beauty and luxury products appear to top the list. Around 63.47% of surveyed parents noted their children’s growing interest in beauty and skincare items, with girls showing a slight lead over boys in this trend.
In fact, 49.17% of parents of girls and 16.74% of parents of boys stated their kids want makeup, skincare, or high-end fashion products, all inspired by social media.
These interests aren’t entirely random; beauty brands have tapped into platforms like TikTok and YouTube to market their products.
Dove’s campaign, ‘The Gen A Anti-Aging Talk,’ aims to address body image in young girls, encouraging them to embrace natural beauty while establishing brand loyalty from an early age.
Alongside their product cravings, Gen Alpha is showing a keen interest in the influencer lifestyle. A notable 37% of parents surveyed said their children aspire to become social media influencers.
This generation’s tech-savvy nature, along with their high exposure to digital media, has made ‘influencer’ a dream career for many.
Kids see influencers endorsing brands, living lavish lifestyles, and creating online communities, making this path seem both attainable and desirable.
“Kids aren’t just watching content passively; they’re inspired by it and want to emulate it in their own lives,” said consumer tech expert Christian de Looper.
It’s proving effective, as 55% of surveyed Gen Alpha parents report that their kids are eager to buy products endorsed by their favourite influencers, which shows the pivotal role young consumers now play in shaping brand marketing strategies.
This influencer trend is largely supported by the growth of platforms tailored to young audiences, such as Zigazoo, where kids can create their own content and even partner with brands.
It’s not just beauty and lifestyle products that Gen Alpha is interested in. According to survey responses, 84.94% of parents of boys and 68.33% of parents of girls noted their kids’ interest in video games.
Gaming is a substantial driver of spending among parents, with game prices climbing as high as $70 per title. Gaming popularity isn’t limited to younger kids, either, with high interest extending to early teens.
While materialism appears strong among Gen Alpha, sustainability is also on their radar. About 21% of parents surveyed say their kids prefer eco-friendly products.
As these young consumers gain awareness of global issues, they’re pushing for brands to use sustainable materials and reduce environmental impact.
Parents reported that both boys and girls showed a nearly equal interest in eco-friendly options, though older kids were particularly keen, showing that awareness grows with age.
In recent years, the fashion industry has faced criticism for its lack of sustainability, with Gen Alpha leading the call for greater transparency. This generation favours brands that prioritise eco-friendly materials—such as organic cotton, bamboo, and recycled fabrics—and seek clear insights into the supply chain.
Gen Alpha’s commitment to sustainability reaches beyond fashion, influencing industries like beauty and personal care. Younger consumers are increasingly mindful of the environmental impact, often assessing packaging sustainability before making a purchase.
The rise in online shopping among Gen Alpha has brought financial consequences for parents. A full 65% of parents admitted they’re spending more on their children now than before, with 12% spending over 50% more.
Parents shared that the constant flow of new product desires is a drain on the family budget, with only a small percentage managing to cut costs.
As Gen Alpha continues to grow in purchasing power, brands will likely adapt to meet their unique interests and values. This generation’s eye for luxury, sustainability, and influence will play a major role in the future of shopping.