Press@SavvyAuntie.com

NEW YORK—June 10, 2020 — Melanie Notkin, founder of SAVVY AUNTIE, the lifestyle brand dubbed a “Celebration of Modern Aunthood,” announces the 12th annual official AUNTIE’S DAY will take place on Sunday, July 26, 2020. AUNTIE’S DAY occurs annually on the fourth Sunday in July.

AUNTIE’S DAY was founded in 2009 by Notkin 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. This special day is especially poignant to the PANK^® (Professional Aunt No Kids) —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. Notkin uncovered and coined the PANK demographic in 2008 with the launch of SAVVY AUNTIE.

A 2018 national study by Melanie Notkin Media, Inc with Michael DeCicco entitled: “GENERATION PANK: A Report on the Social and Economic Influence of Professional Aunts No Kids,” revealed a vast number of PANKs (91%) say their role as aunt is “very important” to them while 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, only 28% feel appreciated by society in general for the meaningful role they play in children’s lives and the family-village.

With a conservative estimate of 2.5 nieces and nephews by relation and by choice per PANK, PANKs collectively spend an astonishing $61 billion on the babies, children and teens they love, each year. And PANK generosity extends beyond typical gifts. GENERATION PANK found that nearly two-thirds (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 powerful consumer cohort often remains overlooked and misunderstood. AUNTIE'S DAY is designed to put a spotlight on this tribe of loving, generous women and give them the appreciation 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. 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

Founded by Melanie Notkin, SAVVY AUNTIE is a celebration of modern aunthood serving aunts by relation (ABR), aunts by choice (ABC), godmothers, and all women who love a child-not-their-own. Savvy Aunties can find resources and community at SavvyAuntie.com, Facebook.com/SavvyAuntie, Instagram.com/SavvyAuntie and Twitter.com/SavvyAuntie.

Notkin is the creator of AUNTIE'S DAY and the SAVVY AUNTIE COOLEST TOY AWARDS program. She is national bestselling author of Savvy Auntie: The Ultimate Guide for Cool Aunts, Great-Aunts, Godmothers and all Women Who Love Kids (Morrow 2011) and her memoir OTHERHOOD: Modern Women Finding a New Kind of Happiness (Seal Press/Penguin Canada 2014) received a Booklist Starred Review.

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. Notkin works directly with brands and agencies for her deeper insights into the PANK (Professional Aunt No Kids) and Otherhood (non-mom) cohorts.

As a media personality, Notkin and her work have been featured on CNN, TODAY Show, Rachael Ray, NPR, BBC, and in The New York Times, Wall Street Journal, Chicago Tribune, New York Magazine, and several other national and global media outlets. She is a contributor to The New York Post, Huff Post, and Washington Post.