Best Time to Buy LEGO Sets Revealed

Less than a decade ago, adult LEGO enthusiasts, known as AFOLs (Adult Fans of LEGO), were a niche group. LEGO catered to them with occasional Creator Expert sets like modular buildings, but these were exceptions rather than the norm. Over the last ten years, however, LEGO has undergone a significant rebranding. Today, "automatic binding bricks" have transcended their status as mere children's toys to become a mainstream hobby for teens and adults alike. While LEGO continues to produce original modular buildings, the company now also offers scaled replicas of movie props, working amusement park rides, and luxury car facsimiles, among other sets. These are designed not for play, but for display—pieces to be admired from a distance.

This expansion into more detailed products comes with higher prices due to increased piece counts and licensing fees for sets themed around Disney, Marvel, Star Wars, Nintendo, and Minecraft. Although these retail prices can be steep, they don't deter LEGO fans from purchasing; rather, they may lead to more selective buying and a more judicious use of funds.

LEGO maintains its premium pricing and retires sets rather than letting them depreciate on shelves. However, savvy buyers can maximize their dollars by shopping during specific times of the year, thereby enhancing their LEGO-building fun.

Double Insider Points

In August 2023, the LEGO VIP program rebranded to LEGO Insiders. This free-to-join loyalty program, available on LEGO's official site, offers various benefits including early access to exclusive sets and the earning of Insider points on purchases made at LEGO's official website or brick-and-mortar stores. In the United States, you earn 6.5 points per dollar spent, which can be redeemed at a rate of 130 points for $1.

For instance, spending $300 on a LEGO set would earn you 1,950 points, equivalent to $15 towards future purchases—effectively 5% of your original spend. The real savings, however, come during promotional periods where you can earn double Insider points on select sets, turning that $300 spend into 3,900 points, or $30 in future savings. LEGO often announces these promotions days in advance on their social media, so staying updated can be quite beneficial.

Sales Seasons

Black Friday and Cyber Monday

LEGO participates in the year's biggest shopping event, spanning from the Friday before to Cyber Monday. During this period, premium sets like the Batcave Shadow Box and Pac-Man arcade earn 3x Insider points, while sets like the Hogwarts Chamber of Secrets and BMW M 1000 RR earn 4x points. Although details for Black Friday 2025 are not yet available, you can stay updated on the best LEGO deals or check LEGO’s Black Friday page.

Amazon Prime Day

Amazon Prime Day, typically occurring in mid-July, is another key shopping event where LEGO sets see significant discounts. Prime members can take advantage of these deals, which last year included popular franchise sets from Marvel LEGO and Star Wars LEGO. Additionally, Amazon hosts another Prime Day sale in October, often featuring good deals on LEGO sets.

Holiday Weekends

Three-day holiday weekends, such as Presidents' Day, Labor Day, and Memorial Day, offer another chance to find discounts on LEGO sets at third-party vendors and occasionally at LEGO stores themselves.

Third-Party Outlets

In addition to official LEGO stores, retailers like Amazon, Target, Walmart, Barnes and Noble, and Best Buy stock a variety of LEGO sets. These outlets often have their own Black Friday and Cyber Monday deals. Note that, except for Target, purchases at these retailers do not earn Insider points, though Target offers points at a lower rate (1:1) compared to the official LEGO Store (1:6.5).

Gifts With Purchase

LEGO also offers 'Gifts With Purchase' (GWPs), where spending a certain amount grants you a complimentary set. For example, spend $170 during Insiders Weekend to receive a Winter Market Stall, or $250 for Majisto’s Magical Workshop. In-person purchases at LEGO stores during Insiders Weekend also come with a Holiday Winter Train for a $40 spend. New GWPs are introduced monthly, and sometimes biweekly, so if you're not in a rush, it's wise to check the current GWP before making a purchase.

May The 4th Be With You!

Star Wars Day on May 4th is another prime opportunity for great LEGO deals. It's often when LEGO releases its annual Collector Series replicas, and last year, select set purchases earned 5x Insider points.

In summary, while LEGO sets can be expensive, there are numerous opportunities to save. Being vigilant and timing your purchases right can help you indulge in this adult hobby without the accompanying financial stress.

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