When Is the Best Time to Buy LEGO Sets? %v

Less than a decade ago, adult LEGO enthusiasts, known as AFOLs (Adult Fans of LEGO), were part of a niche community. LEGO catered to these fans with occasional Creator Expert sets, such as modular buildings, but these were more the exception than the norm. However, over the past ten years, LEGO has transformed its brand remarkably. Today, "automatic binding bricks" are not just toys for children; they have become a mainstream hobby for teenagers and adults alike. While LEGO continues to produce original modular buildings, the company has expanded its offerings to include detailed replicas of movie props, functional amusement park rides, and luxury car models. These sets are designed for display rather than play, allowing builders to appreciate their creations from a distance.

This expansion into more sophisticated products has led to higher prices due to increased piece counts and licensing fees for sets featuring themes like Disney, Marvel, Star Wars, Nintendo, and Minecraft. Although these higher retail prices might deter some buyers, it doesn't mean LEGO enthusiasts will stop purchasing sets altogether. Instead, they might buy fewer sets and spend their money more wisely.

LEGO maintains premium pricing and retires sets rather than allowing them to depreciate on shelves. To get the most value for your money, it's crucial to be aware of specific times during the year when LEGO offers significant discounts and promotions.

Double Insider Points

In August 2023, the LEGO VIP program was rebranded as LEGO Insiders. Joining this free loyalty program on LEGO's official site offers various benefits, including early access to exclusive sets. The primary attraction for members, however, is earning Insider points on purchases made through LEGO's official website or at brick-and-mortar LEGO stores. In the United States, you earn 6.5 points per dollar spent, which can be redeemed at a rate of $1 for every 130 points. For example, spending $300 on a set earns you $15 towards future purchases, which is 5% of your initial spend. During promotional periods, you can earn double Insider points on select sets, turning that $300 into $30 in rewards. Keep an eye on LEGO's social media for announcements about these promotions.

Sales Seasons

Black Friday and Cyber Monday

LEGO participates in the year's biggest shopping event, offering premium sets like the Batcave Shadow Box and the Pac-Man arcade with triple Insider points. Sets such as the Hogwarts Chamber of Secrets and BMW M 1000 RR can earn quadruple points. While details for Black Friday 2025 are not yet available, you can check our roundup of the best LEGO deals or visit LEGO's Black Friday page for updates.

Amazon Prime Day

Amazon Prime Day, typically held in mid-July, is another excellent opportunity to find LEGO discounts. Prime members can take advantage of deals on popular sets, including those from Marvel and Star Wars. Additionally, Amazon hosts an October Prime Day sale, which often features good LEGO deals.

Holiday Weekends

Three-day weekends around federal holidays like Presidents' Day, Labor Day, and Memorial Day are also good times to find LEGO discounts at third-party vendors and sometimes at LEGO stores themselves.

Third-Party Outlets

In addition to official LEGO stores, you can purchase LEGO sets at third-party outlets like Amazon, Target, Walmart, Barnes and Noble, and Best Buy. These retailers often have their own Black Friday and Cyber Monday deals. Note that, except for Target, these outlets do not offer redeemable Insider points for LEGO purchases, though they may have their own rewards programs. Target offers a lower exchange rate of 1 point per dollar compared to the 6.5 points per dollar at LEGO stores.

Gifts With Purchase

LEGO also offers 'Gifts With Purchase' (GWPs), where you receive a complimentary set for spending a certain amount. For example, spending $170 during Insiders Weekend gets you a Winter Market Stall, while $250 earns you Majisto’s Magical Workshop. In-store, spending $40 on Insider's Weekend nets you a Holiday Winter Train. New GWPs are introduced monthly, and sometimes even biweekly, so if you're not in a rush, consider waiting to see what the current GWP is before making a purchase.

May The 4th Be With You!

Star Wars Day on May 4th is another prime time for LEGO deals. LEGO often releases its Collector Series replicas on this day, and last year, purchasing select sets earned five times the number of Insider points.

The key to maximizing your LEGO purchases is to stay vigilant. While the sets can be expensive, there are numerous opportunities throughout the year to take advantage of deals and promotions. By planning ahead, you can enjoy your hobby without the financial strain often associated with adult hobbies.

Most Expensive LEGO Sets