NEW YORK—January 10, 2017— Melanie Notkin, founder of Savvy Auntie, the multi-platform lifestyle brand designed for cool aunt, great-aunts, godmothers and all women who love kids and and national bestselling author of SAVVY AUNTIE: The Ultimate Guide for Cool Aunts, Great-Aunts, Godmothers and All Women Who Love Kids (Morrow 2011) announces the date for the ninth annual national day dedicated to honoring and celebrating aunts and godmothers. Auntie’s Day will take place on Sunday, July 23, 2017. Like all official national days of recognition, Auntie’s Day is listed in Chase’s Calendar of Events.

Established by Melanie Notkin in 2009, Auntie’s Day is a time to thank, honor and celebrate the aunt in a child’s life, whether she is an Auntie by Relation (ABR), Auntie by Choice (ABC), godmother, for any woman who loves a child not-her-own. While all aunts are celebrated on this day, the day is especially poignant to one in five American women who identify as PANKs®, or Professional Aunts No Kids. PANKs self-identify as childless or childfree and have a bond with at least one child by relation or by friendship. A study called The Power of the PANK released in November 2012 by Savvy Auntie and Weber Shandwick, a global PR firm, with KRC Research, revealed that childless aunts are a sizeable segment of younger women with disposable income, dynamic influence, and a digitally-connected lifestyle who are extraordinarily generous with the children in their lives, those children’s parents, and our communities at large. 23 million American women are PANKs and are found to collectively spend $9 billion on gifts for children not-their-own each year.

On Auntie’s Day – a “Mother’s Day” for aunts - aunts and godmothers will be celebrated with special activities and gifts. The official Auntie’s Day web destination (http://AuntiesDay.com) will feature ideas on how parents and nieces and nephews can celebrate the Savvy Auntie in their lives and how aunts can pamper and treat themselves on their special day.

“It’s time that all women in the American Family Village are honored for their selfless giving to the children in their lives,” says Melanie Notkin. “An aunt is there to provide ‘QualAuntie Time’ and experiences as a loving caregiver and “ConfidAunt” to her nieces and nephews from the day they are born and as they grow up. Many women without children of their own also give tirelessly to children all over the world. These BenevolAunts are due their day to be honored.”

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About Savvy Auntie

Founded by Melanie Notkin, Savvy Auntie is the multi-platform lifestyle brand that empowers and engages aunts, serving the PANK demographic discovered and coined by Notkin, and heralded by fabulous kid-loving women everywhere as a modern celebration of Aunthood. Notkin launched SavvyAuntie.com in 2008 and it remains the first and only resource and online community for this demographic. The brand also includes a popular and engaged social media following, Auntie’s Day – a national day founded by Notkin to honor aunts and godmothers, the Savvy Auntie Coolest Toy Awards and Melanie Notkin’s national bestseller: Savvy Auntie: The Ultimate Guide for Cool Aunts, Great-Aunts, Godmothers and all Women Who Love Kids (Morrow 2011). As a lifestyle expert, toy expert, and leading expert in the growing demographic of childless, of single women, Notkin appears on TV and as a spokesperson. For more information, visit: SavvyAuntie.com and MelanieNotkin.com.