Over the past decade, the popularity and demand for LEGO have skyrocketed. What was once primarily a building toy for children has now captured the hearts of teens and adults alike. The LEGO sets themselves have evolved, offering greater detail, utility, and variety to cater to a broader audience.
Some sets are designed for interactive play, while others are crafted for display as intricate dioramas or valuable collectibles. Additionally, a growing segment of sets now serves as lifestyle accessories, such as wall decorations, plants, and flowers, seamlessly integrating into home decor.
With hundreds of LEGO sets available across various themes, piece counts, and price points, buyers often face two main challenges: finding the desired set and securing it at a reasonable price. A common issue is that many sets become "retired," as LEGO discontinues even its popular sets to make way for new releases. This practice has fueled a thriving resale market, where sets can be sold for two to three times their original price.
Moreover, LEGO sets are inherently expensive, and their prices have been on the rise. A prime example is the massive 7,541-piece Star Wars Millennium Falcon set, which debuted in 2017 at $800—a price well above the usual 10 cents per piece standard for LEGO sets. Today, this set costs $850.
To navigate these challenges effectively, it's crucial to be a smart and meticulous consumer. Below, we outline the best places to shop for LEGO sets in 2025 and the optimal times to snag deals.
Where to Buy LEGO Sets Online
LEGO Store
The official LEGO Store is the first and most obvious place to shop online. It boasts the widest selection, easily sortable by theme, price, release date, and customer rating. LEGO's customer service is responsive, and the LEGO Insiders program, which is free to join, offers numerous benefits.
Members can purchase sets before they are released to the public, receive free sets as spending incentives, and access exclusive sets unavailable at third-party retailers. The LEGO Store's point system is particularly appealing: every dollar spent earns 6.5 points, and 130 points equate to $1, effectively giving you a 5% return on your spending. Additionally, there are times during the year when you can earn double points, enhancing the program's value.
Amazon
Amazon, along with the online storefronts of Target and Walmart, are other excellent options for purchasing LEGO sets. While these retailers do not offer the LEGO Insiders program or exclusive sets, they frequently provide modest discounts on most of their LEGO inventory. In contrast, the LEGO Store typically maintains full retail prices, except during specific sales to clear out inventory at the end of a set's lifecycle.
Target
Target accepts LEGO Insider points, although the exchange rate may not be as advantageous as at the LEGO Store. It's essential to compare the potential savings from discounts at Target with the benefits of the LEGO Store's loyalty program.
Walmart
Walmart offers exclusive deals on LEGO sets, which can be a compelling reason to shop there, especially if you're looking for specific sets at competitive prices.
Where to Buy Retired Sets Online
For retired sets, unofficial online marketplaces like Craigslist, eBay, and Facebook are your only options. Be prepared for high prices and take the time to contact sellers directly, negotiate, and compare prices to secure the best deal possible.
Where to Buy LEGO Sets in Stores
For those who prefer the in-store experience, brick-and-mortar shops are a great alternative. While the selection might not be as diverse as online, the personal touch and the ability to physically inspect a set before purchase are significant advantages.
The LEGO Store offers the same benefits in person as it does online, including the LEGO Insiders program and its point system. Additionally, LEGO Stores often feature interactive attractions like building stations and minifigure customization areas.
Target and Walmart have dedicated LEGO sections in their stores, where you can find sets at varying discounts. GameStop occasionally offers gaming-themed LEGO sets, and Barnes & Noble stocks lifestyle sets, smaller impulse buys, and popular Harry Potter sets. Although discounts at these smaller outlets are less common, it's worth checking them out.
One last note: For recently retired sets, visiting physical stores can be a fruitful strategy. Even after LEGO officially retires a set, some third-party retailers may still have stock. While finding these sets can be challenging, it's not impossible.
When Do LEGO Sets Go on Sale?
LEGO sets rarely go on sale due to high demand, with the company preferring to retire sets rather than discount them. However, there are specific times during the year when you can find deals.
LEGO celebrates May 4 (Star Wars Day) by offering double Insider points on Star Wars sets and March 10 (Mario Day) with similar promotions in partnership with Nintendo. Keep an eye on anniversaries related to third-party franchises for potential deals.
Box-stores often have clearance deals, especially at the beginning of the year when LEGO retires old sets and introduces new ones. The holiday season, particularly Black Friday and Cyber Monday, is another prime time for deep discounts. Additionally, Amazon Prime Days in July and October are excellent opportunities for finding LEGO deals. Stay vigilant for any upcoming sales events to maximize your savings on LEGO sets.
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