While much has been made of Gen Z’s growing spending power, a younger age cohort is also making up a large share of consumer spending.

Gen Alpha, roughly defined as those born between 2010 and the 2020s, has eclipsed $100 billion in annual spending power, according to new research from DKC Analytics. The average Gen Alpha child has roughly $67 of their own money to spend in a typical week, totaling approximately $3,484 per year.

The majority (91%) of Gen Alpha are actively earning money through payment for chores, payment for good grades or behavior, doing odd jobs outside of the house, and online selling/reselling. Eighty-three percent of parents provide an allowance, with $20 being the median weekly allowance for Gen Alpha children.

[READ MORE: Survey: Gen Z aims to cut spending,

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