Melanie Notkin, Creator of the Popular Savvy Auntie® Lifestyle Brand, Announces the Date for the 10th Annual National Day Celebrating Aunts and Godmothers

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


NEW YORK—March 7, 2018—Melanie Notkin, founder of Savvy Auntie, the multi-platform lifestyle brand designed for cool aunts, great-aunts, godmothers and all women who love kids, and the national bestselling author of SAVVY AUNTIE: The Ultimate Guide for Cool Aunts, Great-Aunts, Godmothers and All Women Who Love Kids, announces the tenth annual day set aside to honor and celebrate aunts and godmothers. The 10th Annual National Auntie’s Day will take place on Sunday, July 22, 2018.

Established in 2009 by Melanie Notkin, Auntie’s Day is a reminder to acknowledge, honor and celebrate the aunt(s) in a child’s life, whether she is an Auntie by Relation (ABR) or an Auntie by Choice (ABC) to friends’ children. Auntie’s Day is especially poignant to the one-in-five North American women who identify as PANKs®, or Professional Aunts No Kids, the term Notkin coined in 2008 for the growing demographic of childless women who have a special bond with at least one child in their life. The Power of the PANK, a national joint-study by Savvy Auntie and Weber Shandwick with KRC Research, revealed that PANKs are a sizeable segment of younger women with disposable income, dynamic influence, and a digitally-connected lifestyle. The 23 million North American PANKs are extraordinarily generous, collectively spending $9 billion each year on the children they love.

“It’s time that all women in the American Family Village are honored for their love and generosity for the children in their lives,” says Notkin. “Many aunts provide ‘QualAuntie Time’ and fun ‘Auntventures,’ for their nieces and nephews, not to mention gifts and necessities. Many non-moms also give tirelessly to children all over the world. These BenevolAunts are due their day to be honored.”

The official Auntie’s Day destination (http://AuntiesDay.com) features ideas on how nieces, nephews and godchildren, and their parents, can celebrate the Savvy Auntie in their lives as well as how aunts can treat themselves on their special 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

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, the Savvy Auntie Coolest Toy Awards, and 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 leading expert in the growing demographic of childless, often single women, Notkin is the author of the Booklist Star Reviewed OTHERHOOD: Modern Women Finding a New Kind of Happiness (Seal Press/Penguin Canada 2014). Notkin has appeared on CNN, TODAY Show, The New York Times, NPR and many more national and global media outlets. For more information, visit: SavvyAuntie.com and MelanieNotkin.com. For interviews and other inquiries, contact: Press@SavvyAuntie.com