Best Time to Buy LEGO Sets Revealed

In the not-so-distant past, less than a decade ago, the community of adult LEGO enthusiasts, known as AFOLs (Adult Fans of LEGO), was a niche interest group. LEGO catered to these fans with occasional high-end sets like the Creator Expert modular buildings, but such offerings were more the exception than the rule.

Fast forward to today, and LEGO has successfully rebranded itself. No longer seen merely as children's toys, "automatic binding bricks" have become a mainstream hobby enjoyed by teens and adults alike. Alongside the classic modular buildings, LEGO now offers an array of sophisticated sets including scaled replicas of movie props, working amusement park rides, and luxury car facsimiles. These sets are designed not for play but for display, inviting appreciation from a distance.

This expansion into more detailed and thematic sets has come with a higher price tag, influenced by increased piece counts and licensing fees for popular franchises such as Disney, Marvel, Star Wars, Nintendo, and Minecraft. While these premium prices might deter some casual buyers, dedicated LEGO fans continue to purchase, albeit more selectively and judiciously.

LEGO maintains its premium pricing strategy and opts to retire sets rather than allow them to depreciate on store shelves. However, savvy buyers can maximize their spending by taking advantage of specific promotional periods throughout the year.

Double Insider Points

In August 2023, the LEGO VIP program transformed into the LEGO Insiders program. It's free to join on LEGO's official site, offering a loyalty rewards system where members earn points on purchases made on LEGO's website or at LEGO stores. In the U.S., you earn 6.5 points per dollar spent, which can be redeemed at a rate of 130 points for $1. For instance, spending $300 on a set earns you $15 towards future purchases, a 5% return. During special promotions, you can earn double Insider points, 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 annual shopping extravaganza of Black Friday and Cyber Monday. During this period, certain premium sets like the Batcave Shadow Box and the Pac-Man arcade earn 3x Insider points, while sets like the Hogwarts Chamber of Secrets and BMW M 1000 RR can earn 4x points. While details for Black Friday 2025 are yet to be announced, you can find current LEGO deals or check LEGO's Black Friday page for updates.

Amazon Prime Day

Amazon Prime Day, typically occurring in mid-July, is another major sales event where LEGO sets are discounted. Prime members can benefit from these deals, which last year included significant discounts on Marvel and Star Wars LEGO sets. Additionally, Amazon hosts another Prime Day sale in October, often featuring good LEGO deals.

Holiday Weekends

Beyond major sales events, holiday weekends around federal holidays like Presidents' Day, Labor Day, and Memorial Day can offer discounts on LEGO sets at both third-party vendors and LEGO stores themselves.

Third-Party Outlets

LEGO sets are also available at retailers like Amazon, Target, Walmart, Barnes & Noble, and Best Buy. These outlets often have their own sales during Black Friday and Cyber Monday. Note that, except for Target, purchases at these stores do not earn Insider points, though Target offers them at a lower rate of 1:1 compared to LEGO's official 1:6.5.

Gifts With Purchase

LEGO's 'Gifts With Purchase' (GWPs) program offers complimentary sets for reaching certain spending thresholds. For example, spend $170 to get a Winter Market Stall, or $250 for Majisto’s Magical Workshop during Insiders Weekend. In-store, spending $40 on Insider's Weekend nets you a Holiday Winter Train. New GWPs are introduced monthly, sometimes even biweekly, so it's wise to check current offerings before making a purchase.

May The 4th Be With You!

Star Wars Day on May 4th is another excellent opportunity for LEGO deals. It's when LEGO often releases its annual Collector Series replicas, and last year, buying select sets earned 5x Insider points.

The key to enjoying LEGO as an adult hobby without breaking the bank is to stay vigilant and take advantage of the various promotions and sales throughout the year. Plan ahead, and you can indulge in your hobby guilt-free.