Best Time to Buy LEGO Sets Revealed

Less than a decade ago, adult LEGO enthusiasts, known as AFOLs (Adult Fans of LEGO), were part of a niche community. LEGO catered to these fans with specialized sets like the occasional Creator Expert modular buildings, but these were more the exception than the norm.

In the past ten years, LEGO has transformed its brand dramatically. Today, these "automatic binding bricks" have evolved from children's toys to a mainstream hobby embraced by teenagers and adults alike. While LEGO continues to offer original modular buildings, the company has expanded into creating detailed replicas of movie props, functional amusement park rides, and luxurious car models. These sets are designed not for play, but as display pieces to be admired from afar.

The expansion of LEGO's product line is exciting, but it comes with higher costs due to increased piece counts and licensing fees for sets themed around popular franchises like Disney, Marvel, Star Wars, Nintendo, and Minecraft. While the retail prices may be steep for some, this doesn't deter LEGO enthusiasts entirely. Instead, fans tend to be more selective, choosing their purchases more carefully to make the most of their budget.

LEGO maintains premium pricing and often retires sets instead of allowing them to depreciate. However, savvy shoppers can maximize their spending by taking advantage of certain times of the year when discounts and promotions are available.

Double Insider Points

In August 2023, the LEGO VIP program was rebranded as LEGO Insiders. This free loyalty program, which you can join on LEGO's official site, offers numerous benefits, including early access to exclusive sets. The main attraction for most members is the Insider points earned from purchases made on LEGO's official website or at a brick-and-mortar LEGO store.

In the United States, you earn 6.5 points for every dollar spent. These points can be redeemed for future purchases at a rate of $1 for every 130 points. For example, spending $300 on a LEGO set would earn you $15 in points, which is 5% of your purchase. During promotional periods, you can earn double points on select sets, effectively turning that $300 into $30 in points. 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, starting on the Friday before and extending through Cyber Monday. During this period, premium sets like the Batcave Shadow Box and Pac-Man arcade can earn you triple points, while sets like the Hogwarts Chamber of Secrets and BMW M 1000 RR can earn quadruple points. LEGO has not yet released details for Black Friday 2025, but you can stay updated with our roundup of the best LEGO deals or check LEGO’s Black Friday page.

Amazon Prime Day

Amazon Prime Day, typically held in mid-July and also in October, is another prime time for LEGO deals. Prime members can take advantage of discounts on LEGO sets, including popular picks from Marvel and Star Wars. Last year's Prime Day featured some of the best deals on these franchise sets.

Holiday Weekends

Three-day weekends around federal holidays such as Presidents' Day, Labor Day, and Memorial Day often bring discounts on LEGO sets at third-party vendors and sometimes at the LEGO store itself.

Third-Party Outlets

Beyond official LEGO stores, you can find LEGO sets at retailers like Amazon, Target, Walmart, Barnes and Noble, and Best Buy. These outlets often have their own Black Friday and Cyber Monday deals. Note that, except for Target, purchases at these stores do not earn Insider points, though they may have their own rewards programs. Target does offer Insider points, but at a lower rate of 1 point per dollar spent, compared to 6.5 points per dollar at the LEGO Store.

Gifts With Purchase

LEGO also offers 'Gifts With Purchase' (GWPs), where spending a certain amount grants you a complimentary set. For example, spend $170 and receive a Winter Market Stall, or spend $250 and get Majisto’s Magical Workshop during Insiders Weekend. At brick-and-mortar LEGO stores, spending $40 during Insiders Weekend earns you a Holiday Winter Train. New GWPs are introduced monthly, and sometimes even biweekly, so it's worth waiting if you're not in a rush to buy a new set.

May The 4th Be With You!

Although Star Wars Day (May 4) has passed for this year, it's a notable event for LEGO deals. It's when LEGO often unveils its Collector Series replicas and offers up to five times the Insider points for purchasing select sets.

The key to maximizing your LEGO purchases is vigilance. While some sets are expensive, there are plenty of opportunities to find deals if you time your purchases right. By planning ahead, you can enjoy your LEGO hobby without the financial strain often associated with adult hobbies.