Hayley Peterson

The youngest generation of consumers, Generation Z, are traditional retail's worst nightmare.

Loosely qualified as anyone born after 1990, most of them are still too young to have their own income. But they have significant control over household purchases, such as toys, groceries, and clothing, according to a study by Sparks & Honey, a New York-based marketing firm. They also have an average allowance of nearly $70 a month, which translates to $44 billion a year, the study found.

http://www.businessinsider.com/generation-z-is-retailers-nightmare-2014-6