Some call them the Last Generation, others the Homeland Generation. As the millennial star fades, Generation Z is coming, and they are ready to shop. Generation Z’s were born between 1996 and 2010. They’re already receiving about $17/week in allowance – that’s $44 billion annually in the US alone. But what really sets Generation Z apart is that they are the first generation of digital natives. They have never known a time before smartphones or streaming, so it comes as no surprise that 40% of Generation Z are self-identified digital device addicts. Working, playing, and buying online has been their language from birth, and they speak it fluently.