Press@SavvyAuntie.com
AuntiesDay.com
FOR IMMEDIATE RELEASE
AUNTIE’S DAY® IS SUNDAY, JULY 28, 2019
Melanie Notkin, Creator of the Beloved Savvy Auntie® Lifestyle Brand,
Announces the Date for the 11th Annual Celebration of Aunts
– Aunthood is a Gift. This Day is Yours. –
NEW YORK—May 9, 2019—Melanie Notkin, founder of SAVVY AUNTIE, the lifestyle brand dubbed a “Celebration of Modern Aunthood,” announces the 11th annual official Auntie’s Day will take place on Sunday, July 28, 2019.
Auntie’s Day was founded in 2009 by Notkin as the annual day set aside to acknowledge, honor and celebrate aunts by relation (ABR); aunts by choice (ABC) to friends’ children; godmothers; and all women who love a child-not-their-own. Following Mother’s Day in May and Father’s Day in June, Auntie’s Day occurs annually on the fourth Sunday in July.
This special day is especially poignant to PANKs®, or Professional Aunts No Kids, the term coined by Notkin for the growing demographic of women who are childless by circumstance, challenge, or childfree-by-choice, and have a special bond with at least one child.
GENERATION PANK, a 2018 national study by Melanie Notkin and Savvy Auntie with Michael DeCicco, a strategic market researcher, reveals that PANKs, or 4-in-5 women without children, wield enormous social and economic influence. The study of 700 American PANKs found that 91% of these aunts say their role as an aunt is “very important” to them and 89% say the experience of becoming/being an aunt is even better than they expected. And yet, while many PANKs (83%) feel appreciated by parents for their role in their child’s life, only about a quarter (28%) feel appreciated by society in general for their role as an aunt.
“All women in the ‘family village’ should be valued for their love of, and generosity toward, the children in their lives,” says Notkin. “Aunts provide ‘QualAuntie Time’ helping develop nieces and nephews through bonding and play. And of course, many aunts are known for the gifts and “Auntventure” experiences they give these children.
In fact, with a conservative estimate of 2.5 nieces and nephews per PANK, PANKs collectively spend an astonishing $61 billion on the babies, children and teens they love, each year. Plus, PANK generosity extends beyond typical gifts. The study found 63% of PANKs have contributed to a niece's or nephew’s education and 67% have given gifts to parents to help provide for their child or children.
And yet, this hidden demographic often remains overlooked, misunderstood and unappreciated. Auntie’s Day is designed to put a spotlight on this tribe of loving women and give them the attention they deserve.
The official Auntie’s Day destination (
http://AuntiesDay.com) features ideas on how nieces, nephews, godchildren, and these children’s parents can celebrate the cool aunts, great-aunts and godmothers in their lives - as well as ideas for how aunts can treat themselves on Auntie’s Day. Like all official days of recognition, Auntie’s Day is listed in Chase’s Calendar of Events.
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About Melanie Notkin and Savvy Auntie
Notkin is the creator of Auntie’s Day, the annual Savvy Auntie Coolest Toy Awards, and national bestselling author of Savvy Auntie: The Ultimate Guide for Cool Aunts, Great-Aunts, Godmothers and all Women Who Love Kids (Morrow 2011).
As a leading expert in the growing demographic of childless, often single women, Notkin has partnered on, and independently conducted, several national marketing research studies on the cohort. Notkin is speaker for Fortune 500 companies, global marketing and communications agencies, and consumer summits, and has presented at TEDx. Notkin works directly with brands as a consultant for her insights into her dynamic cohort.
As a media personality, Notkin and her work have been featured on CNN, FOX, TODAY Show, Rachael Ray, NPR, BBC, and in The New York Times, The New York Post, Washington Post, Chicago Tribune, and several other national and global media outlets.
For more information, visit:
SavvyAuntie.com and
MelanieNotkin.com. For interviews, sponsorship opportunities and speaker inquiries: Info@MelanieNotkin.com