Gen Alpha: Shaping Shopping in the UAE

Future Shoppers Are Here: How Post-Gen Z Shapes Household Decisions in the UAE

In the United Arab Emirates, more and more children are participating in family purchasing decisions — and this is not limited to toys and snacks. A recent international market research reveals that Gen Alpha, born after 2010, has significant influence over their parents’ shopping decisions, from online platforms to supermarket shelves.

Digital Natives: New Decision Makers in the Household

The GWI (formerly GlobalWebIndex) surveyed over 20,000 children aged 8 to 15 globally, and the results are astonishing: the majority of the 8-11 age group actively influences, and often decides, what goes into the shopping cart — from cereals to household items.

Parents in the UAE also confirm this trend. Children are increasingly observing their parents' online shopping, contributing to choices, and even have their own wish lists. These include not just toys or school supplies but also 'grown-up' items like fashion accessories, home decor items, or even parental clothing.

The Power of Content: YouTube, TikTok, and Digital Influencers

The influence of children is no coincidence: Gen Alpha was born into a world where screens and online content are a part of daily life. They encounter influencers, product recommendations, and unboxing videos almost daily, entertaining them and shaping their value systems.

Experts believe children often trust video influencers more than their own family members. This new kind of 'digital credibility' strongly reshapes purchasing patterns.

The Role of Emotional Decision Making

Although children don't hold the credit card, they are increasingly the emotional decision-makers in the household. Marketers are no longer just targeting parents but directly reaching out to children, viewing them as key players in the purchasing process.

How do brands respond? By offering playful, personalized experiences, gamified advertising campaigns, and emphasizing values like sustainability and uniqueness. Products in stores are increasingly placed at children's eye level, while websites visually 'speak' the language of younger audiences.

A New Landscape for Identity Building

Shopping today is not just about fulfilling needs. For Gen Alpha, product choice is about identity building: what they choose or request from their parents expresses their taste, uniqueness, and how they wish to present themselves to the world.

That's why it's essential for brands to ensure children emotionally connect with a product. If a product is exciting, trendy, and captures the child's imagination, it becomes not just a buying decision — but a personal experience with which the child can identify.

Conclusion

In the UAE and globally it's clear: shopping decisions are no longer solely in the hands of parents. Gen Alpha not only shapes but in many cases, directs these decisions — through their digital savvy, online presence, and emotional influence. The future consumers are already here, actively shaping the present economy — especially the youngest among us.

(Based on a press release by the GlobalWebIndex market research company.)