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Best Time to Buy LEGO Sets Revealed

In the not-so-distant past, LEGO was primarily seen as a toy for children, with adult LEGO enthusiasts, known as AFOLs (Adult Fans of LEGO), forming a niche community. LEGO catered to these enthusiasts with occasional high-end sets like the Creator Expert series, featuring intricate modular building

By Lillian: Apr 19,2025

Over the last decade, LEGO has masterfully transformed its brand image. Now, these "automatic binding bricks" have evolved into a popular hobby for teenagers and adults alike. While LEGO continues to offer original modular buildings, the company has expanded its range to include detailed replicas of movie props, functional amusement park rides, and luxurious car models. These sets are designed not for play, but for display—pieces meant to be admired from afar.

This expansion has brought about a significant increase in set complexity and piece count, which, combined with licensing fees for themes such as Disney, Marvel, Star Wars, Nintendo, and Minecraft, has driven up prices. Although these higher costs might deter some buyers, it doesn't necessarily mean LEGO enthusiasts will stop purchasing sets altogether. Instead, they might simply buy fewer sets and be more selective with their spending.

LEGO maintains its premium pricing strategy, preferring to retire sets rather than allowing them to depreciate on shelves. However, savvy shoppers can maximize their dollar by taking advantage of certain days and weeks throughout the year.

Double Insider Points

In August 2023, the LEGO VIP program rebranded to LEGO Insiders, a free-to-join loyalty rewards program available on LEGO's official website. Members enjoy perks such as early access to exclusive sets. The core benefit, however, is earning Insider points on purchases made through LEGO's official website or stores.

In the U.S., every dollar spent earns 6.5 points, which can be redeemed at a rate of 130 points for $1. For instance, spending $300 on a set earns you $15 in future purchase credits—5% of the original amount. The real value comes during promotional periods, where you can earn double Insider points on select sets, effectively turning that $300 into $30 in future credits. Keep an eye on LEGO's social media for announcements of 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 Pac-Man arcade with triple Insider points, while sets such as the Hogwarts Chamber of Secrets and BMW M 1000 RR earn quadruple points. LEGO has not yet released information on Black Friday 2025, but you can check our curated list of LEGO deals or visit LEGO's Black Friday page for updates.

Amazon Prime Day

Amazon Prime Day is another significant sales event where LEGO sets often see substantial discounts. Prime members can take advantage of these deals during the mid-July event, which lasts for two days. Last year's Prime Day featured impressive discounts on Marvel and Star Wars LEGO sets. Additionally, Amazon holds an October Prime Day sale with notable LEGO offers.

Holiday Weekends

Three-day weekends surrounding federal holidays like Presidents' Day, Labor Day, and Memorial Day are also great times to find discounts on LEGO sets at third-party vendors and sometimes at the LEGO store itself.

Third-Party Outlets

Beyond the official LEGO stores, retailers such as Amazon, Target, Walmart, Barnes and Noble, and Best Buy carry a wide range of LEGO sets. These outlets often have their own Black Friday and Cyber Monday deals. Note that, except for Target, these retailers do not offer redeemable Insider points for LEGO purchases, although they may have their own rewards programs. Target offers a lower exchange rate of 1:1 compared to the LEGO store's 1:6.5.

Gifts With Purchase

LEGO also offers 'Gifts With Purchase' (GWPs), where spending a certain amount grants you a free set. For example, spend $170 during Insiders Weekend to receive a Winter Market Stall, or $250 for Majisto’s Magical Workshop. In-store, spend $40 on Insiders Weekend to get a Holiday Winter Train. New GWPs are introduced monthly, and sometimes biweekly, so if you're not rushed, it pays to wait and see what's available.

May The 4th Be With You!

Star Wars Day on May 4th is another prime opportunity for LEGO deals. This day often marks the debut of new Collector Series replicas, and last year, purchasing select sets earned 5x Insider points.

The key is to stay vigilant. While LEGO sets can be expensive, there are numerous deals to be found throughout the year. By planning your purchases around these key dates, you can enjoy your LEGO hobby without the financial strain often associated with adult hobbies.