Nextdoor Halloween insights: neighbors to spend $360

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)