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  • November 15, 2014
  • By PR Dept
  • Comments Off on ABC 13 Houston: Holiday advertisers targeting professional aunts
  • in Press

ABC 13 Houston: Holiday advertisers targeting professional aunts

Friday, November 14, 2014 10:27PM
HOUSTON (KTRK) --
PANKs on ABC 13 Houston

The holiday season is still weeks away, but not to advertisers. They are targeting a powerful group of women who are also aunts.

This year, it is all about being the cool aunt. In the latest Land's End catalog, they published "being an aunt means when we're together, there are no rules."

Shiro Njoroge, 31 works at MD Anderson, is engaged and doesn't want kids. But she is a PANK to five nieces and three nephews.

There are 23 million American women known as PANKs - professional aunt, no kids. PANKs will spend $9 billion on toys and gifts for their nieces and nephews each year.

"They anticipate my coming and they always know to expect something when I show up," Shiro said.

Carrie Schadle is a 46-year-old single attorney without any kids, but she has two nieces and a nephew that she spoils.

"I'm lucky. I've worked hard, I've been successful, I can share that with them," Schadle said.

Melanie Notkin, also a PANK, wrote a book called "Savvy Auntie" about the trend. Some argue that PANKs get the best parts of parenting without doing any of the work, but she sees it differently.

"Parents should embrace the fact that these women are so generous to spend their time and their money on other people's children," Notkin said.

Some PANKs are not able to have kids of their own, and others help pay for college and are the children's confidantes.

"I would think if they needed anything that they could always come to me," Schadle said.

Contact

Connect with Melanie Notkin

Keep in touch

Contact Melanie Notkin or her representatives below:

For general press inquiries:
press@melanienotkin.com

Bulk or special co-branded copies of the book:
Info@MelanieNotkin.com

Speaking:
Info@MelanieNotkin.com

Literary Agent: Jennifer Joel, ICM Partners JJoel@icmpartners.com

Book to TV & Film Agent: Josie Freedman, ICM Partners JFreedman@icmpartners.com

Savvy Auntie Coolest Toy Award Seal usage rights: For all licensing and permission requests or for more information of the "Savvy Auntie Coolest Toy Awards" Seal:
SPelon@wrightsmedia.com

For licensing and permission requests or for more information for the Savvy Auntie®, PANK®, Otherhood®, Auntie's Day® brands and brand assets:
info@rsavvyauntie.com