MINNEAPOLIS (WCCO) — October is here, and the holiday shopping rush will be on before we know it.

A new survey shows that, for the first time, online shopping is expected to overtake in-store business.

In its annual Holiday Outlook, PricewaterhouseCoopers says 54% of shoppers will go online for the holidays. That’s up from 50% last year.

The survey reported also that sustainability is a factor among younger gift buyers. Almost 36% of millennials say they will shop for resale or rental items this holiday season.