A survey by public-relations firm DKC found that parents of Gen Alpha children estimate 42 percent of all household spending is influenced by their child’s opinions, rising to 49 percent in high-income homes. Scale of the surveysPwC surveyed two separate groups: 1,004 children ages 7 to 14 and 1,009 parents of children in that age range between January 29 and February 13, 2026. The report describes Gen Alpha as having been “born with the buy button at their fingertips.” The gap widens in other categories: when asked about their influence on skincare and beauty products, 81 percent of kids report influence compared to 61 percent of parents. Digital spending is also widespread: more than half report buying apps or downloads, and many spend money within games.