Halloween on Nextdoor: 2026 insights for advertisers
87% of neighbors say they feel more connected to their community during Halloween, and 90% look forward to local events — making the holiday as much a neighborhood occasion as a shopping one on Nextdoor.
That connection comes with real spending power. Neighbors plan to spend $360 on Halloween this year — 29% more than the general population and up 21% year over year — though they're still shopping on value: low prices and convenience beat premium positioning.
For advertisers, that blend of community behavior and real purchasing power is a hyperlocal advertising window worth catching before it opens.
Halloween spend climbs to $360, with decor and costumes leading the way
Neighbors plan to spend $360 on Halloween this year, 29% more than the general population and up 21% year over year. Decorations account for the biggest jump, at $163 (+33% vs. gen pop), followed by $123 on costumes (+32%) and $76 on candy (+15%).
- 69% are the primary decision maker for Halloween purchases in their household
- 61% cite low prices and 45% cite convenience as the top shopping factors, well ahead of brand recognition at 34%
Implication for advertisers: Lead decor and costume creative with value and bundles, not premium positioning — those two categories over-index the most. Since 64% of neighbors shop both online and in person, pair a promotion with a store-pickup or nearby-store option rather than one channel alone.
Neighbors start decorating and shopping a month before Halloween arrives
Decorating starts especially early: 35% of neighbors begin more than a month in advance, and another 52% start 2-4 weeks before the holiday. Shopping follows its own early pattern — 48% shop for Halloween supplies 4-6 weeks out, and shopping intent a month or more ahead is up 41% year over year.
- 37% shop 2-4 weeks before Halloween, and just 15% wait until the final two weeks — most shopping wraps up well ahead of the holiday
- 85% of parents buy their kids new costumes every year, the most dependable repeat purchase in the category
Implication for advertisers: Flight decor, costume, and entertainment media from mid-September through mid-October — by Halloween week, most of this audience has already engaged. Treat kids' costumes as near-guaranteed annual replenishment.
Halloween on Nextdoor is a neighborhood event, not a solo errand
Neighbors don't just celebrate Halloween individually, they celebrate it as a community. 87% feel more connected to their neighborhood during Halloween, and 90% look forward to local events.
- 73% plan to hand out candy, 68% will decorate their house (+20%), and 45% will attend or host a party (+29%)
- On Nextdoor itself, 47% plan to use Treat Map to find or list a place to trick-or-treat, and 46% will look up local events
Implication for advertisers: Message around trunk-or-treats and local events rather than generic "shop now" language, and show neighbors together — porches, block gatherings — instead of solo shopper imagery.
Takeout, themed menus, and candy choices decide Halloween night
Halloween night is a real occasion on Nextdoor, starting with dinner. 45% plan to order takeout or delivery (+25% vs. gen pop), rising to 54% among parents, and pizza is the top cuisine at 42%.
- 81% would be more likely to visit a restaurant participating in local Halloween events; themed menu items (68%) and a free treat with purchase (64%) drive the most orders
- 63% want candy individually wrapped for safety and 59% want bulk or value sizing, both ahead of brand name at 48%, though Reese's remains the top favorite (23%)
Implication for advertisers: QSR and delivery brands should lead with family bundles and a local-event tie-in. Candy advertisers should pair "movie night" bundles with safety and value callouts rather than brand name alone.
Halloween advertising playbook: how to activate on Nextdoor
Bringing it all together, here’s how to turn these insights into action:
1. Flight by mid-September, not Halloween week
Shopping intent a month out is up 41% YoY, and 35% of neighbors decorate more than a month in advance. Reach neighbors when they're planning their Halloween costumes and decor.
2. Lead with community, not "shop now"
87% of neighbors feel more connected during Halloween and 90% look forward to local events — build creative around trunk-or-treats and block parties.
3. Win the decision maker on price and safety
69% of neighbors are the household's primary buyer and are the ones deciding how to show this Halloween. For neighbors low prices (61%) and safety beat brand recognition (34%).
4. Own Halloween night dining
45% of neighbors plan to order takeout, and 81% are more likely to visit a restaurant tied to a local Halloween event — lead with a themed item or a free treat with purchase.
Source: Nextdoor Survey, US (08/2026)
