The 16th ANNUAL AUNTIE’S DAY® IS SUNDAY, JULY 28, 2024
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—July 20,2024 — Melanie Notkin, founder of SAVVY AUNTIE, the
lifestyle brand dubbed a “Celebration of Modern Aunthood,” announces
that the 16th annual official AUNTIE’S DAY® will take place on Sunday,
July 28, 2024.
Like Mother's Day in May and
Father's Day in June, Auntie's Day is an annual day of celebration that
occurs every 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, The Tamron Hall Show, Rachael
Ray, NPR, BBC, and in
The New York Times,
The New York Post, Washington Post, Chicago Tribune,
New York Magazine, and countless 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