Reese's Launched Search for Best Trick-or-Treat Street

The candy brand has surveyed 15,000 Americans to identify the top residential spots for Halloween festivities.

Updated on Oct. 1, 2026 in Desserts

Reese's Launched Search for Best Trick-or-Treat Street

Live Poll

Do you trust that brand-sponsored holiday community events are primarily aimed at benefiting local residents?

Reese's has identified 150 potential streets across the United States for optimal trick-or-treating. A panel of experts is currently evaluating these locations based on community participation, decorations, and neighborhood walkability.

Why it matters

The brand intends to deepen consumer engagement during the busy Halloween season by connecting directly with neighborhood activities rather than relying solely on traditional retail promotions.

The campaign narrowed down 150 candidate streets from a survey of 15,000 participants. The winning neighborhood will earn a block party hosted in partnership with Zillow.

The players

Reese's

This confectionery brand is owned by The Hershey Company and is widely known for its peanut butter cups.

The Hershey Company

This global chocolate and snack manufacturer reported $2.7 billion in net sales during the second quarter of 2026.

Zillow

This online real estate marketplace is partnering with the candy brand to host a block party for the winning street.

Christina Ricci

This actress and member of the Halloween Council participates in evaluating the contest entries.

Kathy Najimy

This actress and member of the Halloween Council helps select the top residential street for the campaign.

The details

A celebrity-led Halloween Council is reviewing the top candidates through a two-part social content series. The effort was developed by MiltonOne, Saatchi & Saatchi New York, and MSL to highlight top-tier trick-or-treating experiences.

June 28, 2026: The end of a six-month period that saw 8.7% sales growth for Hershey.
Q2 2026: The company reported $2.7 billion in net sales.
October 21, 2026: The date the winning trick-or-treat street will be announced.

Culture Shift

This initiative capitalizes on the projected $13.5 billion in total Halloween consumer spending for 2026. It reflects a broader shift among major brands seeking to integrate their products into localized community experiences to maintain market relevance.

Residents in the winning neighborhood will host a block party, though the exact location remains unknown until the announcement. The campaign encourages families to assess their own local street's walkability and decor as they prepare for the Halloween season.

The takeaway

Consumers can leverage this campaign to benchmark their local neighborhood's holiday spirit against national standards. Participating in these brand-led initiatives can offer opportunities for residents to secure community-focused rewards like block parties.