Despite prices, parents are spending on Gen Alpha’s BTS picks. Kids, tweens, and teens are asking their largely Millennial parents for the latest trendy hoodie and wide-cut jeans—in the kinds of colorways and cuts the parents likely wore themselves at the same age. It’s definitely not the same price though; inflation is at a high, but estimated budgets are remaining flat at a whopping $557 per kid, which means parents are either planning to buy less with more intention or layering discounts. Interestingly, Deloitte finds that parents using the most saving tools tend to spend more than others, and those who utilize more tech in their searches will likely spend more too—with AI users’ predicted spending outweighing social or search engine users’. Their kids are all-knowing about brands and styles, driving an increase of BTS content and engagement on TikTok, and right now are following a sort of ‘90s “skate-prep” look. So, parents are looking for things like multi-packs of basics and layering pieces to get more wear out of each purchase as their styles shift constantly. (Vogue Business)
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