Reese's Named Finalists for Halloween Contest

The company identified 150 streets nationwide to compete for a sponsored block party.

Updated on Oct. 5, 2026 in Desserts

Screen-print poster illustration of an autumnal residential street lined with porches, pumpkins, and autumn leaves, evoking community Halloween traditions. — Reese's has named 150 residential streets nationwide as finalists in its 'Trick-or-Treatiest Street' competition, offering winners a sponsored community block party. AI Illustration. Upload story photo >

Live Poll

Do you believe neighborhood-wide holiday traditions strengthen the social bonds in your local community?

Reese's has selected 150 streets across the United States as finalists for its Trick-or-Treatiest Street in America competition. The company evaluated candidates based on local walkability, Halloween decoration habits, and purchasing data to identify top destinations.

Why it matters

The contest seeks to celebrate neighborhoods that actively maintain traditional Halloween activities. By rewarding high-scoring streets with a block party, Reese's aims to incentivize community engagement and unique trick-or-treating experiences.

Finalists were scored on haul and haunt metrics, with Massachusetts streets like Beals Street recording a 97.9 haul score and 95 haunt score. The contest selection process utilized insights from 15,000 surveyed residents.

The players

Reese's

This is a prominent American brand of chocolate-covered peanut butter cups manufactured by The Hershey Company.

Zillow

This is a major American tech-real-estate marketplace company that provides data on residential properties.

The details

Reese's partnered with Zillow to analyze candy and costume purchasing behavior alongside street-level walkability. Massachusetts is well-represented in the final list, with Rutland Street in Boston joining Brookline's Beals Street and Brook Street as contenders.

The nationwide contest was officially revealed on October 1, 2026.
The winning street is scheduled to be announced on October 21, 2026.

Culture Shift

This initiative reflects the trend of brands leveraging hyper-local holiday traditions to build consumer loyalty. It aligns with the increased focus on community holiday engagement seen across the retail industry.

Residents on finalist streets may see increased local interest and activity as the contest announcement approaches. The winning neighborhood will receive a Reese's-fueled block party, potentially impacting local traffic and street usage on that day.

The takeaway

Halloween enthusiasts can improve their neighborhood's appeal by organizing community events that increase walkability and seasonal participation. Engaging with local traditions remains a powerful way to foster stronger neighborhood connections.