As we head into 2026, neighbors across the country are setting ambitious goals—and they're ready to invest in achieving them. Our latest research reveals what's on their minds, where they plan to spend, and how brands can meaningfully connect with this high-intent audience.
Nearly nine in ten neighbors (89%) are making New Year's resolutions this year, with the most popular goals centered on exercising more (55%), saving money (53%), and spending more time with friends and family (50%). What makes this data particularly compelling is that 90% of neighbors say achieving these resolutions will require significant lifestyle changes—signaling serious commitment and spending intent.
Notably, resolutions around mental health improvement are up 10% year over year, with 46% of neighbors prioritizing their wellbeing in 2026. To achieve this, most plan to rely on regular physical exercise (61%), practicing mindfulness (56%), and spending more time outdoors (51%).
Home maintenance, travel, and personal fitness top the list of categories where neighbors expect to increase spending. Forty-six percent plan to boost their home maintenance budgets, while 45% anticipate spending more on travel and vacations. Personal fitness rounds out the top three at 38%.
For those planning to exercise more, fitness trackers lead the way—59% plan to track their activity with wearable technology. Gym memberships (42%) and home gym equipment (37%) also rank high on shopping lists.
Meanwhile, 32% of neighbors plan to repair or enhance part of their home next year, making them 10% more likely than the general population to invest in home improvement. Their priorities include decluttering and organizing (56%), general maintenance (52%), and renovation projects (42%).
While 43% of neighbors plan to remain loyal to brands they already trust, 40% are actively looking to try new brands in the new year. This openness to discovery is particularly strong among neighbors who value sustainability, with 32% prioritizing eco-friendly products in their purchasing decisions.
For brands looking to capture this intent, the data suggests positioning products not as expenses, but as essential investments that help neighbors achieve their life goals.
Neighbors are remarkably charitable. Eighty-four percent participated in a charitable activity this year, with the average neighbor donating $1,500—10% higher than the general population. Looking ahead, 35% plan to increase their charitable giving or volunteer more in 2026.
When evaluating where to give, neighbors prioritize trustworthiness (71%), transparency about how funds are used (65%), alignment with personal values (56%), and local community impact (48%). Local community organizations top the list of causes neighbors want to support more next year (54%).
Perhaps most striking is neighbors' growing interest in local engagement. Ninety-one percent want to stay more informed about local news and events (up 13% year over year), 90% plan to support more local businesses (up 26% year over year), and 79% are interested in strengthening relationships with their neighbors (up 22% year over year).
This surge in local focus creates meaningful opportunities for brands to connect authentically within communities. One in three neighbors have already used Nextdoor to help a neighbor with a task, one in four have spread awareness about local volunteering opportunities, and one in five have searched for ways to give back.
The data paints a picture of neighbors who are motivated, intentional, and community-oriented as they enter 2026. They're ready to invest in their health, homes, and experiences—and they're looking for brands that can help them get there.
Want to explore the complete findings? This summary highlights key insights from our research, but there's much more to discover. For the full report with detailed data, additional audience segments, and strategic recommendations for your campaigns, reach out to Jacob Chavis, Customer Analytics & Insights Manager, at jchavis@nextdoor.com. Our team can help you apply these insights to reach high-intent neighbors at the moments that matter most.