Gen Alpha Surpasses $100 Billion in Annual Spending Power Driven by Side Hustles and Parent Influence

Gen Alpha, defined as individuals born between 2010 and the present, has surpassed $100 billion in annual spending power, driven by both side hustles and the influence they exert over their parents’ household purchases, according to a report from public-relations firm DKC [1]. This spending power is generated through entrepreneurial activities enabled by digital platforms, and the economic influence of the generation is already significant—comparable to the GDP of Bulgaria [1].

While Gen Alpha members are still too young to drive or open credit cards independently, they have mastered frictionless digital commerce. The report indicates that 91% of Gen Alpha are earning money on their own, with 40% doing “odd jobs” outside the home. The average child has $67 in spending power weekly, translating to $3,484 annually [1]. This financial independence is amplified by the rise of social media influencers, with more than 60% of Gen Alpha drawing inspiration from content creators, and over a quarter earning income from their own digital activity [1].

The spending patterns of Gen Alpha are reshaping market dynamics. The generation spends an average of more than two hours per week online shopping, transforming digital platforms into virtual malls [1]. Companies such as Roblox and Nike are among the top brands cited by children when influencing their parents' purchasing decisions [1]. Roblox, with over 25 million daily active users, has expanded into physical product sales, while Nike has engaged with the generation through digital collaborations on the platform since 2021 [1].

According to DKC President Matthew Traub, this generation’s digital fluency and entrepreneurial mindset are driving a new economic force. “Digital tools allow a level of entrepreneurialism that replaces the old lemonade stand and gives you instant access to a much larger audience,” he noted [1]. Research-based advisory firm McCrindle forecasts that Gen Alpha will have $5.46 trillion in spending power by 2029 [1].

Source: [1] Gen Alpha has surpassed $100 billion in spending power from side hustles and bankrolling parents—and Roblox and Nike are among the big winners (https://fortune.com/2025/08/08/gen-alpha-100-billion-spending-power-nike-roblox/)