When Is the Best Time to Buy LEGO Sets?

Maximize Your LEGO Savings: A Guide to Deals and Discounts

For years, adult LEGO enthusiasts (AFOLs) were a niche group. LEGO catered to them with occasional Creator Expert sets, but the focus was primarily on children. However, LEGO has masterfully repositioned itself. Today, LEGO is a mainstream hobby for all ages, offering intricate sets far beyond simple playthings. These now include detailed replicas of movie props, functional amusement park rides, and luxury car models—designed for display rather than active play.

This expansion, while exciting, comes with a higher price tag due to increased piece counts and licensing fees for collaborations with brands like Disney, Marvel, Star Wars, Nintendo, and Minecraft. While prices can be substantial, savvy shoppers can significantly reduce costs.

LEGO maintains premium pricing and retires sets instead of allowing price drops. However, strategic purchasing during specific times of the year maximizes your budget.

Double Insider Points & LEGO Insiders Program

The LEGO VIP program has evolved into the LEGO Insiders program. Membership is free and offers various benefits, including early access to exclusive sets. The key 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. Promotional periods often double these points, significantly boosting savings. Monitor LEGO's social media for announcements.

Prime Shopping Opportunities

• Black Friday and Cyber Monday: Expect substantial discounts and bonus points (often 3x or even 4x) on select sets. Check LEGO's website for 2025 details.

• Amazon Prime Day (July & October): Amazon's Prime Day sales frequently include attractive LEGO deals, especially on popular franchises like Marvel and Star Wars. Prime membership is required.

• Holiday Weekends: Presidents' Day, Labor Day, and Memorial Day often feature LEGO discounts from both LEGO and third-party retailers.

• Third-Party Retailers: Amazon, Target, Walmart, Barnes & Noble, and Best Buy offer LEGO sets. Check their Black Friday and Cyber Monday promotions. Note: Insider points are generally not earned at third-party retailers except Target (at a lower exchange rate).

Gifts With Purchase (GWPs)

LEGO frequently offers GWPs—free sets with purchases exceeding a certain amount. These change regularly, so checking current offers before purchasing is advisable. Insider's Weekend often features exclusive GWPs.

Star Wars Day (May 4th): This annual event typically features significant deals and bonus points on Star Wars LEGO sets.

Planning ahead and taking advantage of these promotional periods allows for substantial savings, making the LEGO hobby more accessible and enjoyable.