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kayak.com is a good choice to search airfare and have email updates sent. Currently AA is the least expensive out of STL by far. Had I booked the Thanksgiving trip one day earlier it would have been $421 instead of $496. It didn't look like that $421 fare for the flights I wanted would come around again due to ticket sale volume, so I pulled the trigger.
Same with Yapta, they send a current price weekly or when the price changes. I look for promo codes before I book and search for the best day to fly in the month I'm wanting to travel. every little bit helps. Airtran I find have the better prices out of Kansas City, I like Delta due to shorter flights. I check their websites directly better deals. Search hotel sites (promo codes), good deals will even out the cost of flights is the way I look at it.