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In 2023, over ** percent of parents to Gen Alpha children in the United States said they are cutting down on dining out at restaurants as a cost-saving measure. Nearly ** percent said they would cut back on vacation and travel costs due to concerns regarding personal finances and the U.S. economy.

Back-to-school shopping

Parents of school-attending children typically spend a considerable amount of money during the back-to-school shopping season. In fact, in the United States, total planned back-to-school expenditure reached the **-billion-dollar mark in 2023. That same year, parents in the U.S. said they expected to spend an average of *** U.S. dollars per child for school supplies.

Generation Alpha

Generation Alpha is the current youngest generation, succeeding the now older Generation Z. So far, Gen Alpha is entirely made up of children, specifically those born from 2010 onwards, meaning the oldest Gen Alphas are only just turning into teenagers. Being brought up entirely in a digital age, it remains to be seen how this, and other factors, will influence Gen Alpha as consumers when the time comes.