ST. LOUIS (KMOX) – The Missouri Retailers Association says this might be the year millennials save Christmas.

Association president Dave Overfelt says millennials are dominating retail.

“The millennials have come into their own and spending more money, they will probably be the largest sector of purchasers this Christmas, and they’re driving changes, and these changes are positive for brick-and-mortar retailers.”

It makes sense, he says.

“They’re at that age, they’re holding down careers, they’re starting in life, they’re having small families. They are starting to take over, and they are spending more money.”

Overfelt says 42 percent of purchases are being made online, but many of those companies have a traditional brick-and-mortar store.

“If a store does not have social media – an internet outlet, they’re going to fall behind.”

Overall, he says, the Christmas shopping season is strong this year in Missouri.

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