When Is the Best Time to Buy LEGO Sets?

Less than a decade ago, adult LEGO builders were a niche community. LEGO catered to these AFOLs (Adult Fans of LEGO) with occasional Creator Expert sets, primarily modular buildings. However, the landscape has dramatically shifted.

Over the past ten years, LEGO has successfully rebranded itself. "Automatic binding bricks" are no longer solely a children's toy; they're a mainstream hobby for teens and adults. While original modular buildings remain, LEGO now produces detailed replicas of movie props, functioning amusement park rides, luxury car models, and more. These sets are designed not for active play, but for display—pieces of art to be admired.

This expansion, while exciting, comes with a higher price tag due to increased piece counts and licensing fees for sets based on franchises like Disney, Marvel, Star Wars, Nintendo, and Minecraft. While prices can be substantial, this doesn't deter LEGO enthusiasts entirely; it simply encourages more thoughtful purchasing.

LEGO maintains premium pricing and retires sets instead of allowing price depreciation. However, savvy shoppers can maximize their value by purchasing during specific times of the year.

The LEGO VIP program relaunched as LEGO Insiders in August 2023. This free loyalty program (sign up on LEGO's official site) offers benefits like early access to exclusive sets. The primary advantage is Insider points earned on purchases from LEGO.com or LEGO stores. In the US, each dollar spent earns 6.5 points, redeemable at a rate of 130 points per dollar. Double points promotions significantly boost savings, turning a $300 purchase into a $30 discount instead of $15.

Keep an eye on LEGO's social media for announcements of these double points events.

Sales Seasons

Black Friday and Cyber Monday

LEGO participates in Black Friday and Cyber Monday sales. Expect premium sets offering 3x or even 4x Insider points. Check LEGO's website for 2025 details.

Amazon Prime Day

Amazon Prime Day, typically a two-day event in mid-July and again in October, offers LEGO discounts. Prime members benefit from these sales, often featuring popular franchises like Marvel and Star Wars.

Holiday Weekends

Three-day weekends surrounding federal holidays (Presidents' Day, Labor Day, Memorial Day) often feature LEGO discounts from various retailers.

Third-Party Outlets

Amazon, Target, Walmart, Barnes & Noble, and Best Buy also sell LEGO. Check these retailers for their Black Friday and Cyber Monday deals. Note that only Target offers Insider points, but at a lower redemption rate (1:1).

Note: Target offers redeemable Insider points, but at a lower rate (1:1) than the official LEGO store (1:6.5).

Gifts With Purchase

Gifts With Purchase (GWPs) offer complimentary sets with qualifying purchases. Check for current offers as they change frequently.

May The 4th Be With You!

Star Wars Day (May 4th) usually features excellent LEGO deals and new Collector Series releases. Past events have offered 5x Insider points on select sets.

Strategic planning and awareness of these sales periods allows for significant savings on LEGO purchases.

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