Reese’s Is Trying To Find The Best Street In America For Trick-or-Treating

Some streets are just better at Halloween.

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You know the ones. Every house participates. Nobody’s handing out raisins. There are enough decorations to make you wonder where everyone stores this stuff for the other 11 months of the year.

Reese’s would like to determine which one is the best. And it’s brought Census data.

The candy brand is searching for the “Trick-or-Treatiest Street in America,” narrowing the entire country down to 150 contenders before eventually crowning one winner on October 21st.

This could have been a simple online poll.

It is not.

How Is Reese’s Finding the Best Street for Trick-or-Treating?

Reese’s has put considerably more research into this than I expected.

To find its top 150 streets, the brand looked at candy, costume, and Halloween décor purchasing data. It factored in walkability and local reputation. It surveyed 15,000 people across the country. And, yes, it used U.S. Census data. I would love to see the spreadsheet.

I don’t think anyone has ever applied this much statistical rigor to figuring out where children should go to acquire the most Reese’s Cups, but I also can’t really fault the methodology. Walkability matters. Halloween enthusiasm matters. Most importantly, candy purchasing matters.

If a neighborhood is buying suspicious quantities of fun-size candy in October, I want that reflected in the findings.

The research narrowed America down to 150 streets, which Reese’s says represent some of the country’s strongest trick-or-treating contenders. And after this much effort, you can’t just let the data decide something this important. You need a council.

Reese’s Has Assembled A Halloween Council

Reese’s has created its first-ever Halloween Council to help choose the winning street.

Christina Ricci and Kathy Najimy are on it, which is a pretty solid start if you’re assembling a group of people to make Halloween decisions. They’re joined by creators Rachel Iwanyszyn, Zaire Alford, and Macy Blackwell.

So somewhere between the Census Bureau and Wednesday Addams, America’s best trick-or-treating street will be found.

The council will help narrow down the contenders before Reese’s announces the winner on October 21st.

And there is more at stake here than just bragging rights.

What Does the Winning Street Get?

The Trick-or-Treatiest Street in America will get a Reese’s-fueled block party and trick-or-treating experience in partnership with Zillow.

Which feels appropriate. If Reese’s is going to officially declare your street better at Halloween than every other street in America, you should at least get a lot of candy out of it.

For everyone else, the competition does provide some useful information. There are now 150 streets with data-backed Halloween credentials floating around out there.

I’m interested in whatever candy-purchasing metric helped get them onto the list. There is a household somewhere buying its 14th bag of Reese’s Cups and unknowingly doing important work for the neighborhood.

We’ll find out which street takes the title on October 21st. This is serious now.