Tweens have been making headlines for the surprising trends they’re embracing all year (yes, we’re looking at you Sephora kids!) and brands are eager to decode what these young consumers want. This year, YPulse released our first Tween Study surveying 8-12-year-olds in response to the rising interest in the next generation. But why? Because these kids are household influencers: the majority of tweens say they influence what their parents buy, and their parents are even more likely to say so. YPulse’s Finance / Spending Monitor data shows that the top categories they’re influencing are food / groceries, toys, and clothing. Sometimes, they’re even spending that money themselves—yes, already.    They aren’t just asking for toys and games anymore either: they’re into beauty, wellness, and home products thanks to older Gen Z and Millennials’ trends on social media. They’ve only grown up with full internet access, picking up online shopping habits much earlier on than previous gens. So, while retailers like to think the next generation will be brick-and-mortar saviors,...