This holiday season, Gen Alpha (roughly ages 7 to 14) is emerging as an influential — and lucrative — consumer group with shopping behaviors that look nothing like those of those of previous generations. These consumers are navigating retail entirely on their own terms: discovering brands through TikTok and YouTube, engaging with live streams on platforms like Twitch (which just launched its Amazon-powered live-shopping feature), hunting for deals and secondhand finds online, and often making purchase decisions of their own, or influencing those of their family members.

Gen Alpha and Gen Z will account for 40% of fashion spending in the next decade, according to a new BCG study . For now, most of their spending power is indirect: the oldest Gen Alphas are 14, and need their parents to d

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