Best Time to Buy LEGO Sets Revealed

In the not-so-distant past, less than a decade ago, adult LEGO enthusiasts, known as AFOLs (Adult Fans of LEGO), were a niche group. LEGO catered to this community with occasional Creator Expert sets, such as modular buildings, which were more the exception than the norm. However, over the last ten years, LEGO has undergone a remarkable transformation, rebranding itself as a hobby and pastime for people of all ages. While LEGO continues to produce its iconic modular buildings, it has expanded its offerings to include sophisticated replicas of movie props, functioning amusement park rides, luxury car models, and more. These sets are designed not for play, but as display pieces, crafted to be admired from a distance.

This expansion into a wider range of products is exciting, but it comes with a higher price tag due to increased piece counts and licensing fees for sets featuring themes like Disney, Marvel, Star Wars, Nintendo, and Minecraft. Although these higher retail prices might make some sets less affordable for the average buyer, it doesn't necessarily mean that LEGO enthusiasts will stop purchasing altogether. Instead, they might buy less frequently and be more selective with their spending.

LEGO maintains premium pricing and retires sets rather than allowing them to depreciate in value. However, there are strategic times throughout the year when you can get more bang for your buck. Here’s how to maximize your LEGO purchases:

Double Insider Points

In August 2023, LEGO's VIP program was rebranded as LEGO Insiders, a free-to-join loyalty rewards program available on LEGO's official website. Members enjoy perks like early access to exclusive sets and, most importantly, earning Insider points on purchases made at LEGO’s official website or in-store. In the U.S., you earn 6.5 points per dollar spent, which can be redeemed at a rate of 130 points for $1. So, for example, spending $300 on a set would earn you $15 towards future purchases. However, during promotional periods, you can earn double points, turning that same $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 year's biggest shopping event, offering significant deals from the Friday before through Cyber Monday. Premium sets like the Batcave Shadow Box and Pac-Man arcade can earn you triple points, while sets such as the Hogwarts Chamber of Secrets and BMW M 1000 RR can earn quadruple points. While details for Black Friday 2025 are yet to be released, you can find the best LEGO deals on our roundup page or LEGO's Black Friday page.

Amazon Prime Day

Amazon Prime Day, typically held in mid-July and October, is another prime time for LEGO deals. Prime members can take advantage of discounts on a variety of sets, including popular Marvel and Star Wars LEGO collections. Keep an eye out for these sales to snag your next LEGO set at a reduced price.

Holiday Weekends

Three-day weekends around federal holidays like Presidents' Day, Labor Day, and Memorial Day are also great opportunities to find LEGO discounts at third-party vendors and sometimes at the LEGO store itself.

Third-Party Outlets

In addition to official LEGO stores, you can purchase LEGO sets at retailers like Amazon, Target, Walmart, Barnes & Noble, and Best Buy. These outlets often have their own Black Friday and Cyber Monday deals. Note that while Target offers Insider points at a lower rate (1:1), other retailers do not offer redeemable Insider points for LEGO purchases.

Gifts With Purchase

LEGO also offers 'Gifts With Purchase' (GWPs), where you receive a complimentary set for spending a certain amount. For instance, spending $170 during Insiders Weekend can earn you a Winter Market Stall, while $250 gets you Majisto’s Magical Workshop. In-store, spending $40 during Insiders Weekend nets you a Holiday Winter Train. These GWPs change frequently, with new offers appearing monthly or biweekly, so it's worth waiting if you're not in a rush to buy.

May The 4th Be With You!

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

The key to enjoying LEGO without breaking the bank is vigilance. Expensive sets abound, but so do the deals—you just need to be ready to seize them on the right days. With some planning, you can continue to enjoy this fulfilling hobby without the financial strain.

Most Expensive LEGO Sets