When Is the Best Time to Buy LEGO Sets?

Maximize Your LEGO Savings: A Guide to Deals and Promotions

For years, adult LEGO enthusiasts (AFOLs) were a niche group. LEGO catered to them with occasional Creator Expert sets, but the landscape has dramatically shifted. LEGO's successful rebranding has transformed its products into a mainstream hobby for all ages. While classic modular buildings remain, the company now offers intricate replicas of movie props, functional amusement park rides, luxury car models, and much more. These sets are designed for display, not just play, demanding a higher price point due to increased piece counts and licensing fees (Disney, Marvel, Star Wars, Nintendo, Minecraft, etc.). This doesn't deter buyers, but it encourages more strategic purchasing.

LEGO maintains premium pricing and retires sets rather than discounting them. However, savvy shoppers can significantly reduce costs by taking advantage of strategic buying periods.

Double Insider Points and Beyond

The LEGO VIP program, now rebranded as LEGO Insiders, is a free loyalty program offering exclusive benefits. Members earn 6.5 points per dollar spent on LEGO.com or in LEGO stores (US), redeemable at a rate of 130 points per dollar. The real value lies in double (or even triple/quadruple) points promotions on select sets, significantly boosting savings. Monitor LEGO's social media for announcements.

Prime Shopping Events

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

• Amazon Prime Day (July & October): Amazon Prime Day consistently features attractive LEGO deals, particularly on larger franchise sets (Marvel, Star Wars). Prime membership is required.

• Holiday Weekends: Three-day weekends (Presidents' Day, Labor Day, Memorial Day) often see 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 sales. Note that Insider points are generally not redeemable except at Target (at a lower exchange rate).

Gifts with Purchase (GWPs)

LEGO frequently offers GWPs—free sets with qualifying purchases. These change regularly, so checking current offers before buying is crucial. Insider's Weekend often features unique GWPs.

Star Wars Day (May 4th): This annual event usually brings excellent deals and bonus points on Star Wars LEGO sets.

By planning strategically and staying informed about promotions, you can enjoy your LEGO hobby without excessive financial strain.