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Best Time to Buy LEGOs: A Smart Buyer's Guide

by Stella Mar 12,2025

Less than a decade ago, adult LEGO builders were a niche community. LEGO catered to these AFOLs (Adult Fans of LEGO) with occasional Creator Expert sets, primarily modular buildings. These were exceptions, not the rule.

However, over the past ten years, LEGO has masterfully rebranded itself. "Automatic binding bricks" are no longer just a children's toy; they're a mainstream hobby for teens and adults. While original modular buildings continue, LEGO now offers scaled replicas of movie props, working amusement park rides, luxury car models, and more. These sets aren't designed for play, but for display—pieces to be admired and appreciated.

This expansion 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 prices can be significant, it doesn't deter LEGO enthusiasts entirely; it simply encourages more mindful spending.

LEGO maintains premium pricing and retires sets instead of allowing price depreciation. However, strategic shopping during specific times of the year can maximize your budget and enjoyment.

How much are you willing to spend on a LEGO set? ------------------------------------------------

$25$50$75$100+

AnswerSee ResultsDouble Insider Points

The LEGO VIP program relaunched as LEGO Insiders in August 2023. It's a free loyalty program accessible through LEGO's website. Benefits include early access to exclusive sets, but the primary advantage is Insider points earned on purchases from LEGO.com or LEGO stores.

In the US, each dollar spent earns 6.5 points, redeemable at a rate of 130 points per dollar. While a $300 purchase yields a $15 reward (5%), double points promotions significantly increase savings to $30 during those periods. Monitor LEGO's social media for announcements.

Most Expensive LEGO Sets
Sales Seasons

Black Friday and Cyber Monday

LEGO participates in Black Friday and Cyber Monday sales. Premium sets often offer triple or even quadruple Insider points. Check LEGO's Black Friday page for updates.

Amazon Prime Day

Amazon Prime Day, typically a two-day event in mid-July and again in October, offers LEGO discounts. Prime members benefit from deals on various LEGO franchises.

Prime Day LEGO Deals

Holiday Weekends

Three-day weekends surrounding federal holidays (Presidents' Day, Labor Day, Memorial Day) often feature LEGO discounts from third-party retailers and sometimes LEGO itself.

Third-Party Outlets

Amazon, Target, Walmart, Barnes & Noble, and Best Buy sell LEGO sets. Check these retailers for their Black Friday and Cyber Monday deals. Note that only Target offers Insider points, but at a lower redemption rate (1:1).

Gifts With Purchase

Gifts With Purchase (GWPs) offer complimentary sets with specific spending thresholds. Check for monthly or bi-weekly GWP offers to determine the optimal purchase time.