PANK — Professional aunt, no kids. Apparently, this is the target market for the holiday.

The word is the creation of Melanie Notkin, aka The Savvy Auntie. She partnered with Weber Shandwick and KRC Research on a study which found that 1 in 5 women is a PANK. That’s 23 million American women who are willing to spend $9 billion per year on the special kids in their lives. They’re 36 years old on average, more than half (52 percent) are single and have never been married, and just about a third of them make $50K or more per year. They’re hooked up on social media and work full-time.

Sisters are doing it for themselves. And companies want all those lovely ladies to spend that auntie money with them this year.

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