Gen Alpha could be a key driver of in-store growth if the experience is right, new research finds
New research from consultancy Beano Brain shows that for Gen Alpha, shopping is about far more than buying things. This finds that for 7–14-year-olds, the high street has become a social and sensory experience, closely tied to identity, family and food.
1,000+ 7–14-year-olds were surveyed for this. They have access to £94 million in immediately disposable cash, with 91% regularly receiving regular money to spend. 69% of children surveyed think shopping is fun, and 68% prefer to shop in “real” shops over online.
90% of Gen Alpha consumers say they enjoy shopping with someone else, and 87% want to touch or feel products before they buy them. 41% say getting food or treats makes shopping with family more fun, and 25% feel that eating together makes the trip feel more special. Spending on physical goods and shared experiences outperforms digital products and services. 57% of Gen Alpha consumers report spending on sweets and snacks over the past 12 months, 41% on toys and collectibles, and 34% on food and drink. By comparison, 27% report spending on gaming currencies, 21% on online games and apps, and 19% on in-game purchases such as character skins.
Survey respondents say they will spend more than 20 minutes in a shop if there are fun things to try, a signal that experience, not just stock, keeps kids in-store. The research also points to a gap in how the high street currently serves Gen Alpha: 85% of girls find the shopping experience exciting, compared with 53% of boys. With physical retail clearly capable of capturing this generation’s attention and spend, the findings suggest an opportunity for brands and retailers to close that gap and engage boys as effectively as girls.
Helenor Gilmour, Head of Beano Brain, says: “Gen Alpha has grown up with endless content and instant access, but what stands out in this research is how much they value experiences that feel real. For a generation raised on scrolling, the shop floor has become one of the places where meaningful connection still happens face to face. With family, with friends, and with the products themselves.”
“The brands getting this right are building experiential spaces kids want to return to for how they feel as much as what’s on the shelf. That’s a real opportunity for the high street. The gap between how girls and boys experience shopping is one of the most striking findings here, and it’s one retailers should be paying close attention to. There’s clear headroom for brands that work out how to make the experience as exciting for boys as it currently is for girls.”
2026 RTIH Innovation Awards
Physical stores will be a key focus area at the 2026 RTIH Innovation Awards.
The awards are now open for entries and celebrate global retail technology innovation in a fast moving omnichannel world.
Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.
Check out our 2025 winners here.
Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.
In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”
“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”
He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”
Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.
