Over the past decade, the popularity and demand for LEGO has soared. What was once a building toy for children has now expanded its audience to include teens and adults. The sets themselves have grown in detail, utility, and variety, catering to a wide range of interests and uses.
Some sets are designed for active play, while others are crafted for display, serving as intricate dioramas or valuable collectibles. A growing number of sets also serve as lifestyle accessories, such as wall decorations, plants, and flowers, seamlessly integrating into home decor.
Currently, there are hundreds of LEGO sets available for purchase, spanning a broad range of piece counts, themes, and price points. However, potential buyers may encounter two primary challenges: finding the desired set and securing it at a reasonable price.
The most common cause of these issues is that the set has been "retired." LEGO retires all its sets, even the popular ones, to make way for new releases. This practice has fueled a robust resell market, where merchants often mark up prices by 2-3 times the original cost.
Additionally, LEGO sets are inherently expensive and have been increasing in price over the years. For instance, the massive 7,541-piece Star Wars Millennium Falcon, which launched in 2017 at $800, now retails for $850, significantly above the typical '10 cents per piece' rate of most LEGO sets.
To navigate these challenges, becoming a smart and meticulous consumer is key. Here are the best places to shop for LEGO sets in 2025, along with the optimal times to hunt for deals.
Where to Buy LEGO Sets Online
LEGO Store
4See it at LEGO!
Amazon
2See it at Amazon!
Target
1See it at Target!
Walmart
0See it at Walmart!
The official LEGO Store is the first and most obvious place to shop for LEGO online. It offers the widest selection, which can be easily sorted by theme, price, release date, and customer rating. LEGO's responsive customer service and the LEGO Insiders program, which is free to join, provide numerous benefits.
Members can buy sets before they are released to the general public, receive free sets as spending incentives, and access sets exclusive to the LEGO Store. The most appealing feature of the LEGO Store is its point system, where every dollar spent converts to 6.5 points, and 130 points equal $1, effectively giving you a 5% return on your purchases. These points can be saved and redeemed for future purchases.
Additionally, there are times during the year when you can earn double points, maximizing the program's value.
Other reliable online options include Amazon, Target, and Walmart. While these do not offer the point system or exclusivity of the official LEGO Store, they often provide modest discounts on most sets. In contrast, the LEGO Store typically charges full retail price, except during specific promotions aimed at clearing out inventory near the end of a set's lifecycle.
Thus, it becomes a matter of doing the math and weighing your options. Would you prefer a 10% discount at Target.com, which technically accepts LEGO Insider points but at an exchange rate that diminishes their value? Or would you rather pay full price at the LEGO Store for the future discounts and exclusive small sets?
Where to Buy Retired Sets Online
For retired sets, unofficial online marketplaces like Craigslist, eBay, and Facebook are your only option. Be prepared for higher prices. It's advisable to contact sellers directly, negotiate, and compare prices to secure the best possible deal.
Where to Buy LEGO Sets in Stores
Brick-and-mortar stores offer another shopping avenue. While they may not have the same diversity of sets as online platforms, many shoppers prefer the personalized service and the ability to physically inspect a set before buying.
The in-person LEGO Store is a great choice, mirroring the benefits of its online counterpart. The LEGO Insiders program and point system apply here as well. LEGO Stores also provide interactive experiences, such as building stations and minifigure customization stations, allowing you to create your own mini-figure from hundreds of parts and accessories.
Target and Walmart have dedicated LEGO sections in their stores, and these should be compared to the LEGO Store's offerings on a case-by-case basis. Gamestop occasionally stocks gaming-themed LEGO sets, while Barnes and Noble offers lifestyle sets, smaller impulse purchase sets, and Harry Potter sets, leveraging the popularity of the best-selling book franchise.
It's worth noting that smaller outlets are unlikely to offer discounts, but it's always worth checking.
One last note: If you're looking for a recently retired set, brick-and-mortar stores might still have them in stock. Just because LEGO officially retires a set doesn't mean every third-party retailer immediately removes it from their shelves. While it's unlikely, it's possible to find sets months past their official retirement date.
When Do LEGO Sets Go on Sale?
LEGO sets rarely go on sale outside of regular discounts at big-box stores. Due to high demand, LEGO prefers to retire sets rather than discount them. However, there are specific times of the year when LEGO sets are more likely to be on sale.
LEGO celebrates May 4th (Star Wars Day) by offering double Insider points for purchasing Star Wars sets. Similarly, on March 10th (Mario Day), LEGO partners with Nintendo to offer similar deals. Keep an eye on notable anniversaries related to third-party franchises for potential promotions.
Always check for clearance deals at big-box stores, which are more common at the beginning of the year when LEGO retires old sets and launches new ones, prompting retailers to refresh their inventory.
The holiday season, particularly Black Friday and Cyber Monday, is ideal for deep discounts. Amazon Prime Days in July and October also present solid opportunities for LEGO deals. Stay alert for any upcoming sales events to catch potential LEGO discounts.
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