When Is the Best Time to Buy LEGO Sets?

Less than a decade ago, the world of adult LEGO enthusiasts, known as AFOLs (Adult Fans of LEGO), was a specialized niche. LEGO primarily catered to these fans with occasional Creator Expert sets like modular buildings, which were more the exception than the rule. However, over the past ten years, LEGO has undergone a remarkable transformation. What were once considered "automatic binding bricks" have evolved from children's toys into a mainstream hobby embraced by teens and adults alike. While LEGO continues to offer original modular buildings, the company has expanded its range to include detailed replicas of movie props, functioning amusement park rides, luxury car models, and more. These sets are designed not just for play, but for display, creating impressive pieces to be admired from afar.

This expansion has brought more intricate sets with higher piece counts, which naturally come with a higher price tag. Additionally, licensing fees for sets featuring themes from Disney, Marvel, Star Wars, Nintendo, and Minecraft contribute to the increased cost. While these prices might deter some, they don’t necessarily stop LEGO enthusiasts from purchasing. Instead, fans may opt to buy fewer sets and spend their money more strategically.

LEGO maintains premium pricing and retires sets rather than allowing them to depreciate on shelves. However, there are strategic times throughout the year when you can maximize your purchasing power and enjoy more of what LEGO has to offer.

Double Insider Points

In August 2023, the LEGO VIP program was rebranded as LEGO Insiders. Joining this free loyalty rewards program on the official LEGO site provides numerous benefits, including early access to exclusive sets. The key attraction for members is the Insider points earned from purchases made on the LEGO website or at a brick-and-mortar LEGO store. In the U.S., you earn 6.5 points per dollar spent, which can be redeemed at a rate of $1 for every 130 points.

For example, spending $300 on a set would earn you $15 towards future purchases, equating to a 5% return. However, during promotional periods, you can earn double the Insider points on select sets, turning that $300 into a $30 reward. These promotions are often announced in advance, so staying updated via LEGO’s social media channels is beneficial.

Sales Seasons

Black Friday and Cyber Monday

LEGO participates in the year's largest shopping event, extending from the Friday before to Cyber Monday. During this time, premium sets like the Batcave Shadow Box and the Pac-Man arcade can earn you triple the number of points, while sets such as the Hogwarts Chamber of Secrets and BMW M 1000 RR offer quadruple points. Although specifics for Black Friday 2025 have not been released, you can find the best LEGO deals or check LEGO’s dedicated Black Friday page for updates.

Amazon Prime Day

Amazon Prime Day, typically held in mid-July, is another prime time for LEGO deals. Prime members can take advantage of discounts on LEGO sets, including popular franchise picks from Marvel and Star Wars. Additionally, Amazon holds an October Prime Day sale, which also features significant discounts on LEGO sets.

Holiday Weekends

Beyond major sales events, three-day weekends surrounding federal holidays like Presidents' Day, Labor Day, and Memorial Day often bring discounts on LEGO sets at third-party vendors and sometimes at LEGO stores themselves.

Third-Party Outlets

In addition to official LEGO stores, retailers like Amazon, Target, Walmart, Barnes and Noble, and Best Buy offer a wide range of LEGO sets. It’s worth checking these outlets, especially during their Black Friday and Cyber Monday sales. Note that, except for Target, purchases at these outlets do not earn Insider points, though they may have their own rewards systems. Target’s LEGO purchases earn points at a lower rate (1:1) compared to the LEGO Store (1:6.5).

Gifts With Purchase

LEGO also offers 'Gifts With Purchase' (GWPs), where spending a certain amount earns you a complimentary set. For example, spending $170 during Insiders Weekend gets you a Winter Market Stall, while $250 earns you Majisto’s Magical Workshop. At brick-and-mortar LEGO stores, spending $40 in-person during Insiders Weekend grants you a Holiday Winter Train. New GWPs are introduced monthly, and sometimes biweekly, so if you’re not in a rush, it’s wise to consider the current GWP before making a purchase.

May The 4th Be With You!

Star Wars Day, celebrated on May 4th, is a prime opportunity for LEGO enthusiasts to snag great deals. LEGO often launches its Collector Series replicas on this day, and last year, purchasing select sets earned buyers five times the number of Insider points.

The key to maximizing your LEGO purchases is staying vigilant. While sets can be expensive, numerous deals and promotions are available throughout the year. By planning your purchases around these events, you can indulge in your hobby without the financial burden that often comes with adult pastimes.