What Retail Marketers and Merchandisers Need to Know about Generation Alpha
They’re not waiting to grow up. Gen Alpha is already reshaping the retail landscape:
- Gen Alpha influences over $1 trillion in global retail spending.
- They love visiting physical stores but demand immersive, creative shopping experiences.
- Visual storytelling, participation, and personalization matter more than ever.
- One Door empowers retailers to deliver these experiences with precision at scale.
Born between 2010 and 2024, Gen Alpha may still be years away from driving themselves to the mall, but they’re already steering the future of retail.
In the U.S., this under-15 cohort wields $28 billion in direct spending power, with global influence expected to hit $1.7 trillion by 2029.
With over 2 billion Alphas projected globally, this is the largest generation in history, yet they have few shopping spaces designed with them in mind.
Unlike the mall culture of the 2000s, Gen Alpha is skipping tween zones and heading straight to the grown-up brands they see on YouTube, TikTok, and in their parents’ carts.
Despite growing up online, 75% say they enjoy shopping in physical stores, often with their parents, for the tactile experience and sense of independence.
And while they may not hold the wallet, they absolutely influence it: 87% of parents say their kids shape household spending, especially in toys, fashion, and beauty — totaling nearly $500 billion annually.
They’re brand-savvy, digitally fluent, and eager to participate in the shopping journey — long before they ever swipe a credit card.
For retailers, this signals a moment of reinvention. In-store displays, endcaps, and signage must reflect Gen Alpha’s aesthetic maturity, digital fluency, and desire to be taken seriously — requiring fresh creative strategies, cross-channel precision, and flexible store execution.
The New Storefront: Gen Alpha Wants to Be Entertained
For Gen Alpha, shopping is more than a transaction. It’s an experience that spans screens and shelves.
Whether they’re discovering a product on YouTube or scanning a QR code in-store to unlock exclusive content, the path to purchase must be seamless, connected, and fun.
They want stores to feel like an extension of their digital lives, blending entertainment, discovery, and personalization. Think touchscreen kiosks, gamified scavenger hunts, and interactive displays.
They’re inspired by content creators like 13-year-old Ryan Kaji of Ryan’s World, whose Walmart toy line turned YouTube clout into over $250 million in sales.
And experiential retail doesn’t just appeal to kids. Pop-up shops, product demos, and meet-and-greets create moments parents enjoy, too — building loyalty across generations.
One Door empowers retail marketing teams to activate immersive brand experiences at scale, from nationwide campaigns to local events, without compromising consistency or speed to market.
Design for the Feed, Not Just the Floor
Gen Alpha lives in full color online.
With over half of Gen Alpha discovering products on YouTube and citing influencers as their top shopping source, displays must now be content-worthy. Endcaps should invite selfies, spark curiosity, and feel camera-ready.
Displays need to do more than sell. They need to perform.
From the rise of “shelfies” to get-ready-with-me videos, Gen Alpha elevates in-store merchandising into a shareable cultural moment.
One Door makes it easy for visual merchandising teams to roll out updates across stores; sync digital and physical messaging; and keep every location aligned, branded, and ready to perform.
Built by Me: Creating Stores With, Not For, Gen Alpha
Gen Alpha doesn’t want personalization. They expect co-creation.
They want to build their own skincare kits, customize their sneakers, and try on clothes via AR. AI-driven product recommendations, interactive stations, and modular product zones keep them engaged.
Brands like Kids Foot Locker are already embracing this with concept stores like House of Play — blending murals, gaming elements, and digital experiences.
One Door enables retailers to support these flexible layouts and deploy personalized merchandising strategies at scale.
From Eco to Equity: Purpose Must Be Visible in Store
Gen Alpha is skeptical of empty slogans. They research, verify, and expect retailers to walk their talk. Two-thirds say they prefer companies making a positive impact, and sustainability is a baseline requirement.
They care about recyclable packaging, ethical sourcing, and transparent supply chains.
Retailers like Lego, which introduced bricks made from recycled plastic, and Ziggy Zaza, which focuses on eco-manufacturing for kids, meet these expectations head-on.
And environmental responsibility is only part of what Gen Alpha expects from retailers today.
As the most diverse generation in history, they expect inclusivity and representation. They’re drawn to retailers that reflect the world they see in their communities.
For example, some apparel retailers are doing away with the traditional binary store layout (women’s and men’s clothing) and embracing “sectionless shopping.”
Major companies, like Nike, are rethinking mannequin styling, retail marketing messaging, and merchandising to reflect broader definitions of accessibility.
One Door empowers brands to bring these values to life.
With dynamic content management and templated campaigns, retailers can localize purpose-driven messaging, like sustainability commitments or inclusive representation, while maintaining consistency at scale.
The result: Stores that reflect brand values authentically, in every community they serve.
Design for Aspiration and Aesthetics, Not Age
Gen Alpha aspires up. They want to be treated like adults — and shop like them, too.
Unlike previous generations, this one aspires to mirror their Millennial parents’ style and habits, earning them the nickname “mini millennials.”
Alphas want sleek, neutral palettes and clean store design — not childish themes. Beauty retailers like Ulta and Sephora have become birthday destinations because they offer a mature, empowering experience that Gen Alpha can grow into.
This brand maturity demands visual control. One Door ensures merchandising reflects aspirational aesthetics across every store, tailored to local needs but always on-brand.
Ready for What’s Now — and What’s Next
Gen Alpha isn’t the next wave of shoppers. They’re the now audience.
They want physical stores to feel as connected, creative, expressive, and authentic as the apps they live in.
To meet them, retailers need precision merchandising: Store-level flexibility, creative agility, and unified execution. One Door gives retailers the tools to evolve alongside Gen Alpha — and stay one step ahead of what’s next.
Want to know how today’s leading retailers are preparing for this shift?
Download our 2025 Retail, Visual Merchandising, and AI Trends Guide to explore the innovations shaping the future of in-store experience.
Inside, you’ll find:
- Smart visual merchandising strategies built for a new generation
- Real-world use cases from top global retailers
- Practical applications of AI, gamification, retail media, and more