Gen Alpha now sways 48% of US/UK family spending. Retailers must win the household, not the shopper
Kids born 2010-2024 directly influence 48% of US and UK parental spending, and back-to-school is the opening act: PwC pegs the average family budget at $922, with 58% of parents saying their child's brand preferences outweigh school lists and even discounts. That single trip compounds into roughly $7,000 of school-year buying, so PwC's retail lead argues the real loyalty unit is the household, not the individual. Smart marketers build omnimodal moments around household value and turn acquisition into a lasting relationship.