Generation Z, which Pew Research Center defines as being born between 1997 – 2012, has been the focus of attention as consumers just forming their own discretionary spending habits. According to financial services and investment banking firm Piper Sandler, teen discretionary income is up to $2,331, a three percent increase year-over-year.

With most millennials in their 30s and Gen Z consumers getting the royal treatment from marketers, some have already moved on to the next best thing—Generation Alpha, the upcoming group of kids born circa 2010, making the oldest Alphas about ten years old. The term Generation Alpha was popularized by McCrindle’s researcher Mark McCrindle, telling The Atlantic that rather than return to the beginning of the Latin alphabet to name the successors to Gen Z, he chose to start at the beginning of the Greek alphabet.

These kids are quickly approaching their teens and their discretionary income spending years are just on the horizon. Now is a great time to look at the consumer profile defined by the generation’s upbringing, the world they are coming up with, and how that will shape their future purchasing habits.