LEGO Sets: Best Buying Times 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 occasional Creator Expert sets, such as modular buildings, but these were more the exception than the norm.

Over the past ten years, LEGO has transformed its brand remarkably. Today, "automatic binding bricks" are not just toys for children; they have become a mainstream hobby for teenagers and adults alike. While LEGO continues to produce original modular buildings, the company has expanded its offerings to include detailed replicas of movie props, functional amusement park rides, and luxury car models. These sets are designed for display rather than play, allowing builders to appreciate their creations from a distance.

This expansion into more complex and themed sets has led to higher prices due to increased piece counts and licensing fees for popular themes like Disney, Marvel, Star Wars, Nintendo, and Minecraft. Although these sets can be expensive, LEGO enthusiasts are not deterred from purchasing them. Instead, they tend to buy more selectively, spending their money more wisely.

LEGO maintains premium pricing and retires sets rather than allowing them to depreciate on shelves. However, there are strategic times throughout the year when savvy buyers can maximize their spending and enhance their LEGO experience.

Double Insider Points

In August 2023, the LEGO VIP program was rebranded as LEGO Insiders. Joining this free loyalty program on LEGO's official site offers various benefits, including early access to exclusive sets. The primary advantage for members is earning Insider points on purchases made through LEGO's official website or at brick-and-mortar LEGO stores.

In the United States, every dollar spent earns 6.5 points, which can be redeemed at a rate of $1 for every 130 points. For example, spending $300 on a set earns you $15 towards future purchases, which is 5% of your initial spend. However, during promotional periods, you can earn double Insider points on select sets, turning that $300 into $30 in rewards. These promotions are often announced in advance, so keep an eye on LEGO's social media for updates.

Sales Seasons

Black Friday and Cyber Monday

LEGO participates in the year's biggest shopping event, offering significant deals from the Friday before through Cyber Monday. During this period, premium sets like the Batcave Shadow Box and the Pac-Man arcade can earn you triple the number of points, while sets like the Hogwarts Chamber of Secrets and BMW M 1000 RR can earn quadruple points. While details for Black Friday 2025 are not yet available, you can find the best LEGO deals on our roundup or check LEGO's Black Friday page for updates.

Amazon Prime Day

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

Holiday Weekends

Beyond major shopping events, three-day weekends around federal holidays like Presidents' Day, Labor Day, and Memorial Day are excellent times to find LEGO discounts at third-party vendors and sometimes at LEGO stores themselves.

Third-Party Outlets

LEGO sets are also available at third-party retailers such as 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, these retailers do not offer redeemable Insider points for LEGO purchases, though they may have their own rewards programs. Target offers a lower exchange rate of 1 point per dollar spent compared to LEGO's 6.5 points per dollar.

Gifts With Purchase

LEGO also offers 'Gifts With Purchase' (GWPs), where spending a certain amount grants you a complimentary set. For example, spending $170 during Insiders Weekend earns you a Winter Market Stall, while $250 gets you Majisto’s Magical Workshop. In-store purchases of $40 during Insiders Weekend come with a Holiday Winter Train. New GWPs are introduced monthly, and sometimes even biweekly, so if you're not in a rush, consider waiting to see what the current GWP is before making a purchase.

May The 4th Be With You!

Star Wars Day on May 4th is another excellent opportunity for LEGO deals. It's often when LEGO releases its Collector Series replicas, and last year, purchasing select sets earned five times the number of Insider points.

The key to maximizing your LEGO purchases is vigilance. While the sets can be pricey, there are numerous opportunities throughout the year to take advantage of deals and promotions. By planning ahead, you can enjoy your LEGO hobby without the financial strain often associated with adult hobbies.

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