Best Time to Buy LEGO Sets Revealed

Just a decade ago, the world of adult LEGO builders was a niche interest group, primarily served by occasional Creator Expert sets like modular buildings. These were the exceptions, not the norm. However, LEGO has masterfully rebranded itself over the past ten years, transforming the perception of "automatic binding bricks" from mere children's toys to a mainstream hobby enjoyed by teens and adults alike. While LEGO continues to produce original modular buildings, they have expanded into a diverse range of sets, including scaled replicas of movie props, working amusement park rides, luxury car facsimiles, and more. These sets are designed for display rather than play, offering builders a chance to create impressive showpieces.

This expansion into more detailed and themed sets has led to higher prices, driven by increased piece counts and licensing fees for popular themes such as Disney, Marvel, Star Wars, Nintendo, and Minecraft. While these higher prices may deter some buyers, it doesn't mean LEGO enthusiasts will stop purchasing sets altogether. Instead, they are likely to become more selective, spending their money more wisely on their favorite sets.

LEGO maintains its premium pricing and opts to retire sets rather than let them depreciate on shelves. However, there are strategic times throughout the year when buyers can maximize their dollar and enhance their enjoyment of the hobby. To make the most of your LEGO purchases, consider the following opportunities:

Double Insider Points

In August 2023, the LEGO VIP program was rebranded as LEGO Insiders, a free-to-join loyalty rewards program available on LEGO's official site. Members enjoy various perks, including early access to exclusive sets. The primary attraction for most, however, is earning Insider points for purchases made on LEGO's official website or in-store. In the U.S., every dollar spent earns 6.5 points, which can be redeemed at a rate of 130 points for $1. For example, a $300 set would earn you $15 towards future purchases, which is a 5% return. The real savings, though, come during promotional periods where you can earn double Insider points on select sets, turning that $300 purchase into a $30 reward. 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 Pac-Man arcade with 3x points, and sets such as the Hogwarts Chamber of Secrets and BMW M 1000 RR with 4x points during the Black Friday to Cyber Monday period. While details for Black Friday 2025 are yet to be announced, you can stay updated on the best LEGO deals or visit LEGO's Black Friday page.

Amazon Prime Day

Amazon Prime Day, typically held in mid-July and October, is another prime opportunity to snag LEGO deals. Prime members can take advantage of discounts on various sets, including popular franchises like Marvel and Star Wars. Last year's Prime Day featured some of the best LEGO deals, and it's worth keeping an eye on for future sales.

Holiday Weekends

Beyond the major shopping events, three-day weekends around federal holidays such as Presidents' Day, Labor Day, and Memorial Day often provide opportunities for discounts on LEGO sets at both third-party vendors and the LEGO store itself.

Third-Party Outlets

LEGO sets are also available at third-party outlets like Amazon, Target, Walmart, Barnes and Noble, and Best Buy. These stores often offer their own Black Friday and Cyber Monday deals. However, note that, aside from Target, these outlets do not offer redeemable Insider points for LEGO purchases. Target does offer points, but at a lower exchange rate (1:1) than the official LEGO store (1:6.5).

Gifts With Purchase

LEGO also offers 'Gifts With Purchase' (GWPs), where spending a certain amount grants you a free set. For instance, spending $170 during Insiders Weekend earns you a Winter Market Stall, and $250 gets you Majisto’s Magical Workshop. In-store, spending $40 on Insider's Weekend nets you a Holiday Winter Train. New GWPs are introduced monthly, sometimes even biweekly, so if you're not in a rush, consider waiting for the best GWP to align with your purchase plans.

May The 4th Be With You!

Star Wars Day on May 4th is another excellent opportunity for LEGO deals. It's a time when LEGO often releases its annual Collector Series replicas, and last year, select sets earned 5x Insider points. This day is a must-watch for Star Wars LEGO fans looking to score big on their favorite sets.

The key to enjoying LEGO as an adult hobby without breaking the bank is to stay vigilant and plan your purchases around these strategic times. Whether it's taking advantage of double Insider points, shopping during major sales events, or waiting for the perfect GWP, there are plenty of ways to indulge in your hobby while managing costs effectively.