• by Tanya Gazdik , October 4, 2026

Reese's is taking its love of Halloween nationwide with a search for the Reese's Trick-or-Treatiest Street in America.  

Drawing on its deep connection to Halloween and insights into how Americans celebrate the season, Reese's analyzed everything from candy and costume purchasing trends to festive décor, walkability and community participation. From there, the brand selected the Top 150 Streets in the running.

After the top streets were identified, Reese's assemble its first-ever Halloween Council, bringing together some of the most notable Halloween icons, including Christina Ricci, who played Wednesday Addams in "The Addams Family," and Kathy Najimy, who played a witch in "Hocus Pocus."  

“It’s a really fun contest, really wholesome,” Ricci tells People. “Almost everybody celebrates Halloween. It’s the kind of thing we can all get together around. And this competition is really just about the fun of the night and decorating the streets and community and candy.”

The top street, which will be announced by the Reese's Halloween Council on Oct. 21, will receive what every Halloween legend deserves: a Reese's-fueled block party in partnership with Zillow.

“The idea came from consumer’s evolving rituals and traditions,” Reese’s senior director of marketing Samantha Siegal tells Muse by Clios. “Every neighborhood has that legendary street. They’re the streets where every house is decorated, neighbors participate, families come together and trick-or-treating becomes an experience rather than just an activity. Reese’s has been part of those traditions for generations, so the team wanted to celebrate the communities that go above and beyond to create those memories and give them a national platform.”

Halloween is big business. Consumers this year are expected to drop a total of $13.5 billion on Halloween, with sweets — the most popular purchase — accounting for $4.1 billion in spending, according to the National Retail Federation.

“Rounding out the campaign will be creative work inspired by the brand’s existing ‘Everything Happens for a Reese’s’ platform to show the lengths fans will go to secure Reese’s candy,” according to Marketing Dive.“Reese’s latest effort was created by MiltonOne, Publicis Groupe’s bespoke Power of One solution for parent The Hershey Company, and powered by Saatchi & Saatchi New York and public relations agency MSL.”

The Hershey Company reported a net sales increase of 6.6% for a total of $2.7 billion in the second quarter of 2026, according to an earnings report. The company saw a strong first half of the year, with net sales up 8.7% for the six months ended June 28.