Official Eighth Annual National Auntie’s Day® is Sunday, July 24, 2016

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Auntie's Day was founded in 2009 by Melanie Notkin, creator of the popular Savvy Auntie® lifestyle brand, to honor and celebrate aunts and godmothers. Aunthood Is a Gift. This Day Is Yours.

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 and national bestselling author of "SAVVY AUNTIE: The Ultimate Guide for Cool Aunts, Great-Aunts, Godmothers and All Women Who Love Kids," announces the date for the eighth annual official national day dedicated to honoring and celebrating aunts and godmothers. Auntie’s Day - - will take place on Sunday, July 24, 2016. Like all official national days of recognition, Auntie’s Day is listed in Chase’s Calendar of Events.

Established by Melanie Notkin in 2009, and observed every fourth Sunday in July, Auntie’s Day is a day to acknowledge, honor and celebrate the aunt(s) in a child’s life. These are Aunts by Relation (ABR), Aunts by Choice (ABC), godmothers, and all women who love children not-their-own. While all aunts are celebrated on this day, it is especially poignant to the one-in-five North American women who identify as PANKs®, or Professional Aunts No Kids, as coined by Notkin in 2008. PANKs self-identify as childless, or childfree by choice, and have a special bond with at least one child in their life.

A 2012 joint-study entitled "The Power of the PANK" - - by Savvy Auntie, Weber Shandwick and KRC Research, revealed that childless aunts are a sizable 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. Numbering 23 million North American women, PANKs collectively spend $9 billion on gifts for children not-their-own each year, baseline just one niece or nephew per aunt.

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 ( features 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 this special day. The official slogan is: "Aunthood Is a Gift. This Day Is Yours".

“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.”


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 Savvy Auntie 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 Melanie Notkin’s national bestseller: "SAVVY AUNTIE: The Ultimate Guide for Cool Aunts, Great-Aunts, Godmothers and all Women Who Love Kids" (HarperCollins/Morrow 2011). For more information, visit: and

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