Tweens may be the youngest shoppers in the household, but they’re often the ones calling the shots. YPulse’s Tweens: Shopping and Retail report finds 89% of 8-12-year-olds say their parents buy the things they tell them to, and 90% have bought something on their own. In fact, North American tweens hold an estimated $10.6B a year from allowance money alone.
Gen Alpha’s first purchases are often happening in Roblox and Fortnite, not at the register. Their shopping lists start on YouTube, they pay with their parents’ cards and mobile wallets, and Walmart, Amazon, and Target are their favorite places to shop. For brands, this is the age when shopping habits, payment habits, and brand loyalty are taking shape.
Download the full report for further insights
Report length: 46 pages, Based on a survey conducted in June 2026 among 1,500 8-12-year-olds in the U.S. and Canada, with additional insights from YPulse’s surveys of 16-39-year-old parents
Furnishing and decorating their spaces, which brands and channels they’re using, and what home ownership means to their generation.
Building beauty and personal care routines, which brands they’re loyal to, and what drives their product discovery.
