Best Time to Buy LEGOs: A Buying Guide

Less than a decade ago, adult LEGO enthusiasts were a niche community. LEGO catered to these AFOLs (Adult Fans of LEGO) with occasional Creator Expert sets like modular buildings, but these were exceptions. However, LEGO has masterfully rebranded itself. Now, "automatic binding bricks" are 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 typical play; they're meant for display, to be admired and appreciated as intricate creations.

This expansion comes at a cost—higher piece counts and licensing fees for sets featuring Disney, Marvel, Star Wars, Nintendo, and Minecraft themes significantly impact prices. While these higher retail prices might influence purchasing habits, it doesn't stop LEGO's popularity. Instead, buyers may simply become more selective and budget-conscious.

LEGO maintains premium pricing and retires sets instead of allowing price depreciation. However, strategic timing can maximize your spending power and enjoyment. Here's when to buy:

The LEGO VIP program is now LEGO Insiders. It's free to join and offers benefits like early access to exclusive sets. The key advantage is Insider points earned on purchases from LEGO.com or LEGO stores. In the US, every dollar spent earns 6.5 points, redeemable at a rate of 130 points per dollar. Double points promotions significantly boost savings; a $300 purchase yields $30 instead of $15 during these periods. Watch LEGO's social media for announcements.

Sales Seasons

Black Friday and Cyber Monday

LEGO participates in Black Friday and Cyber Monday sales. Expect premium sets offering 3x or even 4x points. Check LEGO's website for 2025 details.

Amazon Prime Day

Amazon Prime Day (July and October) offers LEGO discounts. Prime members benefit from deals on various LEGO sets, often including popular franchises like Marvel and Star Wars.

Holiday Weekends

Three-day weekends around federal holidays (Presidents' Day, Labor Day, Memorial Day) often feature LEGO discounts from various retailers.

Third-Party Outlets

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

Gifts With Purchase (GWPs)

GWPs offer free sets with qualifying purchases. Check for current offers; they change frequently.

May the 4th Be With You!

Star Wars Day (May 4th) usually features excellent LEGO deals and often showcases new Collector Series sets with boosted Insider points.

By being aware of these sales periods and promotions, you can enjoy your LEGO hobby without excessive financial strain. Plan ahead and take advantage of these opportunities!

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