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When Is the Best Time to Buy LEGO Sets?

by Christian Mar 18,2025

Less than a decade ago, adult LEGO enthusiasts were a niche community. While LEGO offered occasional Creator Expert sets like modular buildings for Adult Fans of LEGO (AFOLs), these were exceptions, not the rule. However, LEGO has masterfully rebranded itself. Today, these "automatic binding bricks" are a mainstream hobby enjoyed by teens and adults alike. LEGO continues to produce original modular buildings, but now also offers detailed replicas of movie props, functioning amusement park rides, luxury car models, and more. These sets are designed less for play and more for display—pieces to be admired and appreciated as works of art.

This expansion, while exciting, comes with a higher price tag due to increased piece counts and licensing fees for sets based on franchises like Disney, Marvel, Star Wars, Nintendo, and Minecraft. While the cost might deter some purchases, it doesn't eliminate the desire entirely; it simply encourages more thoughtful spending.

LEGO maintains premium pricing and retires sets instead of allowing price depreciation. However, savvy shoppers can maximize their value by purchasing during specific times of the year.

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Double Insider Points

The LEGO VIP program relaunched as LEGO Insiders in August 2023. It's a free loyalty program accessible through LEGO's official website. Benefits include early access to exclusive sets and Insider points earned on purchases from LEGO.com or LEGO stores. In the US, every dollar spent earns 6.5 points, redeemable at a rate of 130 points per dollar. Double points promotions significantly boost savings, turning a $300 purchase into a $30 discount instead of $15.

Keep an eye on LEGO's social media for announcements of these double points events.

Most Expensive LEGO Sets

Sales Seasons

Black Friday and Cyber Monday

LEGO participates in Black Friday and Cyber Monday sales, offering increased point multipliers on select sets (e.g., 3x or 4x points). Check LEGO's website for details on Black Friday 2025.

Amazon Prime Day

Amazon Prime Day, typically held in July and October, offers LEGO discounts. Prime members benefit from these deals, with past sales featuring Marvel and Star Wars sets.

Prime Day LEGO Deals

Holiday Weekends

Three-day weekends surrounding federal holidays (Presidents' Day, Labor Day, Memorial Day) often feature LEGO discounts from various retailers.

Third-Party Outlets

Retailers like Amazon, Target, Walmart, Barnes & Noble, and Best Buy offer LEGO sets. Check their Black Friday and Cyber Monday deals. Note: Only Target offers Insider points, but at a lower redemption rate (1:1).

Gifts With Purchase

LEGO offers Gifts With Purchase (GWPs), providing complimentary sets with qualifying purchases. These GWPs change frequently, so check the current offerings before buying.