Over the past decade, LEGO's popularity has skyrocketed, transforming from a simple building toy for children into a beloved pastime for teens and adults. LEGO sets have evolved significantly, offering intricate details, practical uses, and a diverse range of themes. Some sets are designed for interactive play, while others serve as stunning display pieces or collectible dioramas. Additionally, a growing category of LEGO sets now includes lifestyle accessories such as wall decorations, plants, and flowers, seamlessly blending into home decor.
With hundreds of LEGO sets available, ranging in piece count, theme, and price, consumers often face two major challenges: finding the desired set and securing it at a reasonable price. The primary reason for these issues is the retirement of LEGO sets. LEGO discontinues all its sets—even the popular ones—to introduce new products, fueling a secondary market where resellers may mark up prices by 2-3 times the original cost.
LEGO sets are inherently expensive, and prices have been on the rise. For instance, the 7541-piece Star Wars Millennium Falcon, launched in 2017 at $800, now retails for $850—far exceeding the typical '10 cents per piece' rate. To navigate these challenges, consumers need to be strategic and informed. Here are the best places and times to buy LEGO sets in 2025.
Where to Buy LEGO Sets Online
LEGO Insiders Program
LEGO Store
4See it at LEGO!
The most straightforward place to purchase LEGO sets online is the official LEGO Store, which boasts the largest selection and allows sorting by theme, price, release date, and customer rating. The store provides excellent customer service and offers the LEGO Insiders program, which is free to join and comes with numerous benefits. Members can buy sets before they are released to the public, receive free sets as incentives for purchases, and access exclusive sets not available through third-party retailers.
The standout feature of the LEGO Store is its point system. For every dollar spent, you earn 6.5 points, and 130 points equal $1—effectively giving you a 5% return on your spending, which can be redeemed for future purchases. There are also times during the year when you can earn double points, enhancing the value of the program.
The Best Discounts
Amazon
2See it at Amazon!
Other reliable online options include Amazon, Target, and Walmart. While these platforms lack the point system and exclusivity of the LEGO Store, they often provide modest discounts on most sets. In contrast, the LEGO Store usually charges full retail price, except during specific promotions, such as clearing out inventory near the end of a set's lifecycle.
Accepts LEGO Insider Points
Target
1See it at Target!
When deciding where to shop, it's important to compare the benefits. For example, you might choose a 10% discount at Target.com, which technically accepts LEGO Insider points, but at a rate that diminishes the benefit. Alternatively, paying full price at the LEGO Store could yield future discounts and exclusive small sets for free.
Exclusive Deals
Walmart
0See it at Walmart!
Where to Buy Retired Sets Online
For retired LEGO sets, unofficial online marketplaces like Craigslist, eBay, and Facebook are your only options. Be prepared for higher prices, and always contact sellers directly, negotiate, and compare prices to secure the best deal.
Where to Buy LEGO Sets in Stores
Brick-and-mortar stores offer another avenue for purchasing LEGO sets. While the variety might not match online options, many prefer the personalized service and the ability to inspect sets before buying. The in-person LEGO Store is ideal for the same reasons as its online counterpart, including the LEGO Insiders program and its point system. These stores also offer interactive experiences like LEGO building stations and minifigure customization areas.
Target and Walmart have dedicated LEGO sections, and their offerings should be compared to those at LEGO Stores on a case-by-case basis. Gamestop occasionally stocks gaming-themed LEGO sets, while Barnes and Noble carries lifestyle sets, smaller impulse buys, and Harry Potter sets, aligning with the franchise's immense popularity.
If you're hunting for a recently retired set, visiting physical stores can be beneficial. Even after LEGO officially retires a set, some third-party retailers may still have stock. Though finding these sets can be hit or miss, it's worth a try.
When Do LEGO Sets Go on Sale?
LEGO sets seldom go on sale outside of regular discounts at major retailers. LEGO prefers to retire sets rather than lower prices due to high demand. However, there are specific times of the year when sales are more common.
LEGO often celebrates May 4th (Star Wars Day) with double Insider points on Star Wars sets, and March 10th (Mario Day) in partnership with Nintendo offers similar promotions. Keep an eye on significant anniversaries related to third-party franchises for potential deals.
Clearance deals at major retailers are more frequent at the beginning of the year when LEGO retires old sets and introduces new ones, prompting retailers to refresh their inventory. The holiday season, especially Black Friday and Cyber Monday, along with Amazon Prime Days in July and October, are prime times for deep discounts on LEGO sets.
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