Melanie Notkin, Creator of SAVVY AUNTIE®, Announces the 14th Annual Day in Celebration of Modern Aunthood

– Aunthood is a Gift. This Day is Yours. –

NEW YORK—March 2, 2022 — Melanie Notkin, founder of SAVVY AUNTIE, the lifestyle brand dubbed a “Celebration of Modern Aunthood,” announces that the 14th annual official AUNTIE’S DAY will take place on Sunday, July 24, 2022. 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® demographic—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 (Professional Aunt No Kids) 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 that 91% of PANKs 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 83% of PANKs feel appreciated by parents, only 28% feel appreciated by society for the meaningful role they play in children’s lives and the family-village.

“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.”

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. And 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, 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 Facebook.com/groups/savvyauntie Instagram.com/SavvyAuntie and Twitter.com/SavvyAuntie

Notkin is the creator of Auntie’s Day and the Savvy Auntie Coolest Toy Awards. 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 received a Booklist Starred Review for her memoir OTHERHOOD: Modern Women Finding a New Kind of Happiness (Seal Press/Penguin Canada 2014).

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 and agencies for her deeper insights into the PANK and Otherhood 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.

For more information, visit: SavvyAuntie.com and MelanieNotkin.com. For interviews, sponsorship opportunities and speaker inquiries: Info@MelanieNotkin.com