Kids—including the very youngest Gen Alpha—have some serious shopping influence in their homes. YPulse first highlighted this back in 2023 in our Gen Alpha Spotlight trend report, which explored how kids were shaping their parents’ purchasing decisions. Since then, our research on tweens and parents of toddlers has only continued to show this influence. In fact, YPulse’s latest Finance / Spending Monitor report shows 69% of parents say their children influence their regular purchases. But compared to previous gens, parents today aren’t just figuring out what their kids like through trial and error—like seeing what they’ll eat or what clothes they’ll actually wear. Instead, kids are often telling them the specific brands they want outright. Thanks to social media platforms, young viewers are constantly encountering products, whether it’s through ads or content. And often the influencers and creators they watch—sometimes kids themselves—feature toys, games, and other items, giving young audiences ideas about what they want long before a parent ever asks. Because of that, kids today often come to...
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