Best Time to Buy LEGO Sets Revealed

Less than a decade ago, the world of LEGO was primarily centered around children, with adult LEGO enthusiasts, known as AFOLs (Adult Fans of LEGO), forming a niche community. LEGO catered to these enthusiasts with occasional releases like the Creator Expert modular buildings, but these were far from the norm. However, over the past ten years, LEGO has transformed its image, positioning "automatic binding bricks" not just as toys for kids, but as a mainstream hobby for teens and adults alike. While LEGO continues to release original modular buildings, the company has expanded its offerings to include detailed replicas of movie props, fully functional amusement park rides, and luxury car models. These sets are designed more for display and appreciation than for play, showcasing the artistry and complexity that appeals to adult builders.

This expansion into diverse and intricate sets has brought higher price tags, driven by increased piece counts and licensing fees for sets featuring popular themes like Disney, Marvel, Star Wars, Nintendo, and Minecraft. Although these higher costs might make some sets less accessible, they don't deter LEGO enthusiasts from purchasing. Instead, buyers are likely to spend more selectively, focusing on value and specific interests.

LEGO maintains its premium pricing strategy and opts to retire sets rather than let them lose value over time. To get the most out of your LEGO purchases, it's wise to be aware of specific times of the year when deals and promotions are more likely to occur, helping you stretch your dollar further and enhance your LEGO experience.

Double Insider Points

In August 2023, the LEGO VIP program was rebranded to LEGO Insiders, a free-to-join loyalty rewards program available on LEGO's official site. Joining the Insiders program offers benefits like early access to exclusive sets and the opportunity to earn Insider points on purchases made through the official LEGO website or at physical LEGO stores. In the United States, you earn 6.5 points for every dollar spent, which can be redeemed at a rate of $1 for every 130 points. For example, spending $300 on a LEGO set would earn you $15 towards future purchases, effectively giving you a 5% return. However, during promotional periods, you could earn double points, making that $300 spend worth $30 in future purchases. Keep an eye on LEGO's social media for announcements about these promotions.

Sales Seasons

Black Friday and Cyber Monday

LEGO actively participates in the annual shopping frenzy of Black Friday and Cyber Monday. During these days, you can earn triple points on certain premium sets like the Batcave Shadow Box and the Pac-Man arcade, and even quadruple points on sets such as the Hogwarts Chamber of Secrets and the BMW M 1000 RR. While details for Black Friday 2025 are yet to be released, you can find the best LEGO deals on our roundup or check LEGO’s dedicated Black Friday page for updates.

Amazon Prime Day

Amazon Prime Day, occurring in mid-July and again in October, offers significant discounts on LEGO sets across various themes, including popular franchises like Marvel and Star Wars. As a Prime member, you can take advantage of these deals to purchase your desired sets at a reduced price.

Holiday Weekends

Beyond major sales events, three-day holiday weekends such as Presidents' Day, Labor Day, and Memorial Day often present good opportunities for finding discounts on LEGO sets at third-party retailers and sometimes at LEGO stores themselves.

Third-Party Outlets

In addition to LEGO's official stores, you can find LEGO sets at retailers like Amazon, Target, Walmart, Barnes and Noble, and Best Buy. These outlets often have their own sales, especially during Black Friday and Cyber Monday. Note that while Target offers Insider points for LEGO purchases, the exchange rate is less favorable (1:1) compared to LEGO's official stores (1:6.5). Other third-party retailers do not offer Insider points but may have their own rewards programs.

Gifts With Purchase

LEGO also offers 'Gifts With Purchase' (GWPs), where spending a certain amount grants you a complimentary set. For instance, spending $170 during Insiders Weekend could earn you a Winter Market Stall, while $250 might get you Majisto’s Magical Workshop. In-person purchases at LEGO stores during Insider's Weekend can also earn you a Holiday Winter Train for spending $40. New GWPs are released frequently, sometimes every month or every two weeks, so if you're not in a rush, consider waiting to see what the current offer is before making your purchase.

May The 4th Be With You!

Star Wars Day on May 4th is another prime time for LEGO deals, often marking the debut of new Collector Series replicas. Last year, purchasing certain sets on this day earned buyers five times the number of Insider points, making it a perfect time for LEGO Star Wars fans to grab their favorite sets.

The key to maximizing your LEGO purchases is to stay vigilant and plan ahead. With a variety of expensive sets available, knowing when and where to find the best deals can help you enjoy your hobby without the financial strain that often comes with adult pastimes.