Gen Alpha has surpassed $100 billion in spending power from side hustles and bankrolling parents—and Roblox and Nike are among the big winners

A boy sits at a cluttered desk with headphones on, looking at an iPad. (Credit: Getty Images)

• The youngest generation, born between 2010 and now, is now generating $100 billion in direct spending power annually, according to a new report. Gen Alpha, made up of digital natives, is spending money from readily accessible e-commerce sites, but also making money by selling and reselling items on digital platforms.

Members of Gen Alpha are too young to drive themselves to a store or open up a credit card in their own names—but that hasn’t stopped them from spending nearly as much as the gross domestic product of Bulgaria.