5 ways retail brands can connect with Gen Alpha’s shopping habits

Gen Alpha may be digital natives, but that doesn’t mean they’re glued to their screens all day. A significant portion of them actively seek out real-world experiences. Many intentionally step away from technology to manage their mental health, and when they do engage in gaming, they prefer to do so with friends. That desire for connection extends beyond the virtual world—they crave opportunities to share face-to-face experiences.

For you, this means creating experiences that aren’t just about screen time. Think of ways to bring kids together in real life, whether through events, social play, or creative exploration. For example, imagine an apparel brand hosting a community event where kids could show off their unique fashion style and connect with others who share similar tastes.

A great example is LEGO’s moderated community, which lets kids safely share their creations, watch videos, and play games in a structured environment. Apparel brands could take a similar approach by curating in-person experiences where kids can express their individuality through fashion, all while encouraging a sense of community.

But remember, safety is essential. Any time you create social experiences for younger audiences, moderation must be a top priority. Without solid safeguards, your event could become a PR headache instead of the community-building opportunity you envisioned.

Gen Alpha loves to immerse themselves in worlds that feel authentic—and for them, that means worlds made by people they trust. 

Playing in a universe built by a faceless studio just doesn’t hold the same appeal as one created by their peers. This generation gravitates toward user-generated content and places where they can interact with creations made by others, especially influencers or creators they connect with. They’re highly influenced by the people around them, and that includes the influencers they follow.

To tap into this desire, partner with kid creators and influencers to build worlds where Alphas can engage in real, organic play. It’s about giving them the agency to create content and own their experiences. Take Ryan’s World, for example. The YouTube star teamed up with Hardee’s/Carl’s Jr. to release branded toys and meal bags, driving massive engagement with millions of followers.

By collaborating with influencers who already resonate with Gen Alpha, your brand can tap into this community-driven space and let them feel like they’re part of something bigger.

If you decide to work with kid influencers, be sure everything is done by the book. From FTC compliance to COPPA guidelines, you’ll need to make sure the partnership respects the legal boundaries surrounding marketing to kids.

While Gen Alpha may not be shopping with disposable income just yet, that doesn’t mean they aren’t already shaping their future spending habits. This generation is immersed in digital worlds where brands are slowly becoming a part of their everyday experiences. More than half of young people say that seeing a brand in a game would motivate them to purchase in real life or visit a store. 

The key takeaway here is simple: start building relationships now, and it’ll pay off down the road.

Consider creating branded experiences within the digital worlds Alphas are already exploring. Think about in-game content or product placements that blend seamlessly into the environments they already love. For instance, Mazda leveraged in-game advertising years ago with billboards in racing games—small, subtle integrations that helped build brand awareness without interrupting the user experience.

But here’s the catch: If you create a branded digital space, make sure it’s engaging and adds something more to the experience than just product placement. If you’re just selling products, it will feel stale and uninspired. Focus on building an experience that captivates them and keeps them coming back.

Gen Alpha is growing up fast, and with that comes an evolving sense of maturity. Puberty is hitting earlier, so Alphas are increasingly aware of adult-like responsibilities and aspirations. They’re starting to care about things like skincare, personal style, and wellness in ways previous generations didn’t at their age. Brands that can tap into this desire for early independence have a real opportunity to build long-term loyalty.

Introducing Alphas to products or categories they might not normally engage with—like skincare or wellness items—can feel empowering, as long as it’s done thoughtfully. Drunk Elephant, for example, created content aimed at helping young audiences navigate the world of skincare without pushing unrealistic beauty standards. It’s a delicate balance, though. You want to inspire exploration without putting undue pressure on them to conform to adult norms.

For Gen Alpha, shopping isn’t just about buying things—it’s about experiences. This generation loves the idea of “third spaces,” places that aren’t home or school but where they can hang out, interact with others, and feel independent from their parents. In fact, many of them enjoy going to physical stores, even though their shopping journey often begins online. For brands, that’s a huge opportunity to create in-person experiences that connect on a deeper level.

Retail spaces don’t have to be just for shopping—they can be hubs of creativity, relaxation, and socialization. Think about creating spaces where kids can explore and play freely without the pressure to buy.

Whether through interactive displays, product testing, or areas explicitly designed for fun, transforming retail environments into immersive spaces will keep them engaged and returning for more. Sol de Janeiro’s colorful pop-up shops, which included interactive features like play tables and guided meditation sessions, are a perfect example of how to create fun and memorable experiences for Gen Alpha.

But don’t forget: these spaces need to do more than just entertain. While the focus should be on engagement, make sure there’s a pathway that leads to conversion, whether through product purchase or a lasting connection to your brand. After all, the goal is to build a relationship that extends beyond just a single experience.