Spring cleaning on Nextdoor: 2026 insights for advertisers
Each year, as early as February, many of us gear up for the ritual of spring cleaning. What might look like a simple chore is actually a powerful seasonal reset – for homes, routines, and even mental wellbeing.
New research from Nextdoor’s January 2026 U.S. survey shows just how big this moment has become, and how advertisers can show up as genuinely helpful partners during the clean-up season.
The big spring clean: a near‑universal ritual
Spring cleaning is now a mainstream behavior on Nextdoor:
- 91% of neighbors say they will participate in spring cleaning this year.
- March is the critical peak, but timing is flexible: most expect to start in March, yet many begin spontaneously or when the weather feels right.
- Only 12% set a specific start date; 30% start on a whim and 29% when external factors like weather give them a nudge.
- Most neighbors see spring cleaning as a multi‑step project, not a one‑and‑done task, with 73% planning to clean over multiple periods and 57% putting more effort in than usual.
Implication for advertisers: Treat spring cleaning as a season‑long journey, not a single weekend. Launch early in March and stay present into April to catch neighbors at different stages of motivation and progress.
Why neighbors spring clean: decluttering & mental wellbeing
Neighbors aren’t just chasing a shiny countertop. They’re after a calmer, easier‑to‑live‑in home:
- Decluttering is the primary motivation. Neighbors are especially focused on removing clutter and freeing up space, followed by making their home feel and smell fresh, preventing germs, feeling comfortable hosting guests, and removing asthma/allergy triggers.
- Spring cleaning is as much an emotional reset as a physical one. 96% say they’re in a better mood after cleaning, and 86% feel stressed when their home is messy or cluttered.
This is a particularly important moment for women:
- Women are more likely to take primary responsibility for spring cleaning in their household, playing the role of household organizer and decision‑maker.
Implication for advertisers: Lead with emotional benefits – stress reduction, calm, control, and pride in a refreshed space – paired with practical utility. Speak directly to the household organizer (often women) as the person orchestrating the reset.
Where spring cleaning starts: closets, storage & everyday chores
Neighbors are prioritizing high‑impact, clutter‑prone spaces:
- Closets and storage are the top priorities, followed by living rooms, bedrooms, and garages – the areas that most affect day‑to‑day organization and livability.
The most common spring‑cleaning activities include:
- Organizing closets
- Vacuuming
- Cleaning the fridge
- Cleaning cabinets and dusting
Some of these chores are also the most disliked – especially scrubbing toilets/showers and organizing garages.
Implication for advertisers: Anchor creative in specific rooms and tasks:
- Closets, garages, shared living spaces, bathrooms, and kitchens
- Pain‑point chores like scrubbing, heavy lifting, or organizing hard‑to‑tame storage areas
Show before‑and‑after transformations, visible progress, and “one step at a time” framing to make big projects feel manageable.
The most common activities during spring cleaning include organizing closets, cleaning cabinets, vacuuming, and cleaning the fridge. While these types of activities have been shown to make us feel better once they’re finished, many adults, unsurprisingly, don’t enjoy the act of doing them.
Specifically, scrubbing the toilet/shower, cleaning the oven and organizing the garage - the most disliked cleaning activities among adults.
What neighbors buy – and how they choose
Neighbors are willing to invest in both everyday essentials and bigger upgrades:
Top planned purchases to assist with spring cleaning include:
- Disinfectant sprays/wipes and bathroom sprays – the go‑to products for “getting the job done”.
- Floor mops, vacuums, reusable cloths, furniture polish, smart devices, and paint for deeper refreshes and upgrades.
- Over the last three months, most neighbors have spent $20–$50 on cleaning supplies, with a meaningful segment spending more than $100 and being 25% more likely than the general population to do so.
- Most cleaning supplies are still purchased in‑store, making local retail a critical conversion point.
When choosing products, neighbors prioritize:
- Versatility (89%)
- Price (86%)
- Scent (83%)
- Environmental friendliness (70%), especially being free of harsh chemicals (60%), reusable packaging (36%), and cruelty‑free claims (35%).
- Fresh/clean and citrus scents are most attractive, while fragrance‑free options over‑index vs. the general population.
Implication for advertisers:
- Lead with multi‑use value, price transparency, and clear use cases (where in the home, which tasks).
- Make sustainability and safety specific and tangible (no harsh chemicals, reusable packaging, cruelty‑free), not generic green claims.
- Use scent cues in creative – bright, airy, “fresh start” visuals – and clearly label fragrance‑free variants for sensitive households.
- Push store‑level availability (“Available at your local [retailer],” “Pick up today”) to bridge from screen to shelf.
How cleaning shows up on Nextdoor
Cleaning isn’t just something neighbors do – it’s something they talk about on Nextdoor. Cleaning‑related mentions on Nextdoor have grown +18% year‑over‑year.
Top conversation themes include:
- Product recommendations focused on stains, odors, surfaces, and appliances
- Local cleaners and small businesses
advertising services such as deep cleans, move‑outs, and recurring maid service
Cleaning is discussed consistently throughout the year, with local hot spots where cleaning talk is especially frequent (e.g., states like Massachusetts, Vermont, and Utah).
Implication for advertisers:
- Nextdoor is a contextually aligned environment where cleaning and home care are already part of neighbor‑to‑neighbor conversation. Campaigns can feel like a natural extension of existing behavior rather than an interruption.
- Use local creative and geo‑activation in markets with higher cleaning discussion to maximize relevance and efficiency.
Spring cleaning playbook: how advertisers should activate on Nextdoor
Bringing it all together, here’s how to turn these insights into action:
1. Treat spring cleaning as a high‑reach seasonal moment and multi‑step journey
- Launch early in March and maintain presence through April to stay top‑of‑mind as intent peaks and neighbors move from motivation to execution.
- Use sequenced creative (awareness → “how‑to” support → finishing‑touch inspiration) to mirror the multi‑period cleaning journey.
2. Speak to the household organizer with emotional, not just functional, messaging
- Acknowledge the mental load and extra effort, especially for women who more often lead spring cleaning.
- Pair practical benefits (faster, easier, more effective) with emotional outcomes (less stress, more control, a home that feels “ready for what’s next”).
3. Show up in high‑impact spaces and dreaded tasks
- Focus creative on closets, storage, garages, living rooms, kitchens, and bathrooms – the areas neighbors say they’ll prioritize.
- Highlight relief from the chores people like least (scrubbing bathrooms, cleaning fridges/ovens, organizing garages).
4. Connect decluttering to local community impact
- Pair campaigns with donation drives, local charity partners, and For Sale & Free to help neighbors find the “second life” for items they’re parting with.
- For resale‑oriented brands, show up alongside the spring spike in For Sale & Free listings, especially in outdoor and seasonal categories.
5. Prioritize high‑burden households and local services
Heavy cleaners – pet owners, women, and parents – spend more time cleaning and represent prime audiences for effort‑saving solutions. For service providers (cleaners, organizers, handypeople):
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Lean into credibility, convenience, and locality (trusted, nearby, vetted).
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Use creative that mirrors how neighbors already talk about services: deep cleans, move‑out cleans, post‑renovation, recurring maintenance.
6. Balance everyday value with upgrade moments at the shelf
Distinguish between:
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Routine replenishment (disinfectants, sprays, wipes, cloths)
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Bigger refresh purchases (mops, vacuums, paints, smart devices)
- Use Nextdoor to prime demand, then drive to in‑store purchase with clear, local calls‑to‑action (“In stock at your local store,” “Pick up today”).
Spring cleaning on Nextdoor isn’t just about tidying up – it’s a high‑intent, emotionally charged, locally rooted moment where neighbors are actively looking for products, services, and ideas that make their lives easier.
For advertisers, showing up with empathetic, problem‑solving creative – grounded in real neighbor behavior and powered by local activation – turns this annual ritual into a powerful opportunity to build trust, drive action, and become part of the reset.
Source: Nextdoor Survey, US (01/2026)