Nextdoor's annual Treat Map is back for a 14th year, with neighbors in the U.S., U.K. and Canada able to add pins from October 8 to October 31, according to a release from Nextdoor Holdings dated October 8, 2026. In the U.S., Reese's sponsors the map.

In Short

Nextdoor, the neighborhood app, has brought back its yearly Halloween map, where people mark homes that hand out treats and places that host Halloween events. It runs from October 8 to October 31 in the U.S., U.K. and Canada, and in the U.S. the candy brand Reese's is the sponsor. This year people choose what kind of pin to add and can narrow the map to things like pet treats or doors that open early, while Nextdoor says it does not check what the pins say.

What Nextdoor released on October 8

Nextdoor Holdings, Inc. (NYSE: NXDR) distributed the announcement through Business Wire at 11:14 AM Eastern Daylight Time on October 8, 2026, under a San Francisco dateline. The Treat Map, a seasonal feature in which neighbors place pins on homes and local spots to signal their Halloween plans, enters its 14th year, according to Nextdoor. That count is consistent with the company's own history: its October 1, 2024 release called that edition the 12th consecutive year.

Pins can be added from October 8 through October 31 in all three countries, according to Nextdoor. Halloween falls on a Saturday this year, so the window closes on the holiday itself.

Two kinds of pin

For the first time, neighbors choose what sort of pin to add, according to Nextdoor. A home pin tells trick-or-treaters that treats are being handed out or that decorations are on show. A local-spot pin covers a Halloween event or a nearby attraction. New tags describe what visitors can expect, among them Decorations, Halloween event and Local business. Home pins also come with suggested template wording, so neighbors no longer begin from a blank post.

Narrowing the map

The map is filterable for the first time as well. A household handing out non-food treats can say so, and a parent planning a route can restrict the view to those homes. Pet treats work the same way, as do doors that open early, before the older children are out. The release names these three categories and no others.

The Reese's layer

In the U.S., the map is sponsored by Reese's and carries Reese's Trick-or-Treatiest Street in America, which Nextdoor describes as the brand's nationwide search for communities that go all in on Halloween. The Top 150 Streets in that programme were identified through Reese's own data and community insights, according to Nextdoor. Neighbors can open those destinations from within the map while plotting routes, and the full list sits on a Hershey site at hersheyland.com/trickortreatiest.

Melissa Blette, Senior Brand Manager for the Reese's brand at The Hershey Company, said in the release that the partnership is meant to celebrate tradition, togetherness and community spirit while helping families find the streets that truly go all in. Nirav Tolia, Nextdoor's CEO and co-founder, described Halloween as "one of the few nights a year when an entire street comes together" and said this year's version reaches past porches to local events and businesses, from haunted houses to bakeries handing out cider.

Data handling

Pins are optional, and neighbors decide what to share, according to Nextdoor. The company says the map does not collect location data beyond what neighbors choose to put in their pins, and it adds that pin details come from neighbors and are not verified by Nextdoor. The release does not describe a moderation process for pins.

What the release leaves out

No participation figures, no survey results and no sponsorship terms appear in the release. Nextdoor's October 1, 2021 release for the same feature, by contrast, cited a poll in which 85% of neighbors planned to hand out treats. The 2026 text also does not say which of the new pin types and filters apply in the U.K. and Canada, given that the sponsorship and the Top 150 list are tied to the U.S. alone.

Sponsors across editions

Reese's is not new to the role. The 2021 release named the brand as the official sponsor of that year's map, and Nextdoor's October 5, 2023 release named WaterWipes as the 2023 sponsor, the year the map first let neighbors view pins beyond their own neighborhood. The sponsor has changed between editions, then, while the feature itself has stayed on the same calendar slot each October.

The company around the map

Neighborhood-level targeting, one day earlier

On October 7, 2026, a day before the Treat Map release, Nextdoor unveiled Neighborhood Intelligence, a data engine that lets advertisers target, message and measure at neighborhood level instead of by ZIP code. The engine rests on what Nextdoor calls its neighborhood graph, built from verified neighbors tied to real addresses, and on boundaries drawn with communities for 350,000 neighborhoods, according to Nextdoor. Three groups of signals sit on top of the graph: neighbor signals such as recommendations, interests and post engagement; home signals such as mover data and household composition; and neighborhood signals such as local business activity, weather and community conversation. Pins from the Treat Map are not among the listed signals.

According to Nextdoor, as summarised by Investing.com, ZIP codes with neighborhood coverage average 12 distinct neighborhoods, and the capability is available to advertisers on request. Nextdoor said it would discuss the product at Advertising Week New York on October 7. Nothing in the Treat Map release connects the two products.

Audience and revenue figures

The Treat Map release describes Nextdoor as a network of over 110 million verified neighbors. Results for the first quarter of 2026, published on May 6, 2026, count something different: platform weekly active users of 22.3 million, up 1% year over year, alongside revenue of $62 million, up 14%, and a net loss of $11 million against $22 million a year earlier, according to Nextdoor. One figure counts verified neighbors; the other counts people active in a given week. The two are not interchangeable, and any estimate of how many people see a feature such as the Treat Map depends on which is used.

On the performance side, a November 2025 release set out AI click optimization and conversion optimization for advertisers. According to Nextdoor, testing over 11 months across 2024 and 2025 showed an average click-through rate lift of 134% against CPM bidding, and a median 35% improvement in average cost per acquisition for conversion optimization. Those are company-reported results from its own testing.

Listing change

The October 8 release still carries the NYSE: NXDR tag. Nextdoor's October 1, 2026 filing says the company will voluntarily transfer its listing to the Nasdaq Capital Market, with NYSE trading ending after the close on October 13, 2026 and Nasdaq trading starting on October 14, 2026 under the same ticker.

Halloween's commercial backdrop

Hershey describes itself in the release as a company with more than 20,000 employees, over 85 brands in about 65 countries and annual revenues above $11.7 billion. A FoodNavigator analysis of 2023 U.S. advertising put Hershey's spending at $212.47 million, the largest among the confectionery companies it examined, with $156.08 million going to television. The cost of the Treat Map sponsorship is not disclosed.

The seasonal market is large. The National Retail Federation forecast on September 22, 2026 that Halloween spending would reach $13.5 billion this year, against $13.1 billion in 2025, based on a survey of 7,889 consumers.

What the release means for marketers

The Treat Map sits at an unusual junction. One side is community utility, with neighbors supplying the content; the other is brand sponsorship, with a sponsor supplying part of it. The Reese's list is the brand's own selection of 150 streets, placed inside a feature that is otherwise populated by pins from neighbors. The release does not explain how streets were ranked or whether neighbors can contest their placement.

The pins themselves are information that neighbors volunteer inside Nextdoor's network, which makes them first-party data for the platform. The release describes no advertising use of them and states that location data beyond pins is not collected. That sets the Treat Map apart from Neighborhood Intelligence, whose listed signals draw on addresses, household information and neighborhood activity.

Measurement is the other open point. Nextdoor backs its performance formats with click-through and acquisition figures; the seasonal sponsorship arrives with none, and the release offers no pin counts, participation rates or survey data. Whether sponsorship of this kind registers in Nextdoor's advertising revenue is not addressed.

Timeline

  • October 1, 2021: Nextdoor names Reese's the official sponsor of the 2021 Treat Map, according to Nextdoor.
  • October 5, 2023: Nextdoor names WaterWipes as the 2023 sponsor and adds pin viewing beyond a neighbor's own neighborhood, according to Nextdoor.
  • October 1, 2024: Nextdoor calls the 2024 edition the 12th consecutive year of the Treat Map.
  • November 2025: Nextdoor reports company-tested CTR and CPA results for AI click and conversion optimization.
  • May 6, 2026: Nextdoor reports first-quarter 2026 results, with revenue of $62 million and 22.3 million platform weekly active users.
  • September 22, 2026: The National Retail Federation forecasts $13.5 billion in U.S. Halloween spending.
  • October 1, 2026: Nextdoor says it will transfer its listing from the NYSE to the Nasdaq Capital Market.
  • October 7, 2026: Nextdoor unveils Neighborhood Intelligence and plans to discuss it at Advertising Week New York.
  • October 8, 2026, 11:14 AM EDT: Nextdoor releases the 2026 Treat Map announcement; pins open in the U.S., U.K. and Canada.
  • October 13, 2026: NYSE trading in Nextdoor stock is due to end after the close.
  • October 14, 2026: Nasdaq trading in Nextdoor stock is due to begin.
  • October 31, 2026: The pin window closes; Halloween falls on a Saturday.
  • Editor's note: searches of PPC Land during preparation returned no earlier article on Nextdoor, the Treat Map, Reese's or Hershey sponsorships that met the date and relevance criteria, so this list is empty and needs to be completed before publication if a qualifying article exists.

Summary

Who: Nextdoor Holdings, Inc. (NYSE: NXDR), the neighborhood network with over 110 million verified neighbors according to the company, and Reese's, a brand of The Hershey Company, which sponsors the U.S. edition.

What: The return of the Treat Map for a 14th year, with a choice between home and local-spot pins, new tags (Decorations, Halloween event, Local business), suggested template wording for home pins, a map that can be filtered for non-food treats, pet treats and early-opening doors, and, in the U.S., Reese's Trick-or-Treatiest Street in America with its Top 150 Streets.

When: Announced October 8, 2026 at 11:14 AM Eastern Daylight Time; pins can be added from October 8 through October 31, 2026.

Where: In the Nextdoor app and at nextdoor.com/treat_map, for neighbors in the U.S., U.K. and Canada; the Reese's sponsorship and Top 150 list apply in the U.S.

Why: According to Nextdoor, to help neighbors discover homes, local events and businesses that mark Halloween; according to the Reese's brand, to celebrate community spirit and point families to streets that go all in. The sponsorship terms and any advertising use of the pins are not stated.