When Is the Best Time to Buy LEGO Sets?

Less than a decade ago, adult LEGO enthusiasts were a niche group. LEGO catered to these AFOLs (Adult Fans of LEGO) with occasional Creator Expert sets, primarily modular buildings. These were exceptions, not the rule.

However, over the past ten years, LEGO has masterfully rebranded itself. "Automatic binding bricks" are no longer just for children; they're a mainstream hobby for teens and adults. While original modular buildings continue, LEGO now offers scaled replicas of movie props, working amusement park rides, luxury car models, and more. These sets aren't designed for play; they're built for display, meant to be admired from a distance.

This expansion comes at a cost. Increased detail translates to higher piece counts and licensing fees for sets based on franchises like Disney, Marvel, Star Wars, Nintendo, and Minecraft, resulting in higher prices. While this might impact purchasing frequency, it doesn't deter LEGO fans entirely; it simply encourages more mindful spending.

LEGO maintains premium pricing and retires sets rather than allowing price depreciation. However, strategic purchasing during specific times of the year maximizes value and enjoyment.

How much are you willing to spend on a LEGO set? ------------------------------------------------

$25$50$75$100+

AnswerSee ResultsDouble Insider Points

In August 2023, the LEGO VIP program transitioned to LEGO Insiders. Free to join on LEGO's website, it's a loyalty program offering benefits like early access to exclusive sets. The primary advantage is Insider points earned on purchases from LEGO.com or official stores. In the US, every dollar spent earns 6.5 points, redeemable at a rate of 130 points per dollar. Double points promotions significantly enhance savings, effectively doubling the return on your spending.

These promotions are often announced beforehand; monitor LEGO's social media for updates.

Most Expensive LEGO Sets
Sales Seasons

Black Friday and Cyber Monday

LEGO participates in this major shopping event. Expect premium sets offering triple or even quadruple Insider points.

LEGO's Black Friday 2025 details are pending. Check for updates on their website and our roundup of LEGO deals.

Amazon Prime Day

Amazon Prime Day offers LEGO discounts. July's two-day event and an October sale often feature attractive deals on LEGO sets, particularly from franchises like Marvel and Star Wars.

Prime Day LEGO Deals

Holiday Weekends

Three-day weekends surrounding federal holidays (Presidents' Day, Labor Day, Memorial Day) often present discounts from various retailers, including sometimes the LEGO store itself.

Third-Party Outlets

Amazon, Target, Walmart, Barnes & Noble, and Best Buy offer LEGO sets. Check their Black Friday and Cyber Monday deals. Note that only Target offers Insider points, but at a lower exchange rate (1:1).

Gifts With Purchase

Gifts With Purchase (GWPs) offer complimentary sets with specific spending thresholds. These change frequently; check current offers before purchasing.