Best Time to Buy LEGO Sets Revealed

Not long ago, less than a decade back, adult LEGO enthusiasts, known as AFOLs (Adult Fans of LEGO), were considered a niche community. LEGO primarily catered to these fans with occasional releases like the Creator Expert series, featuring modular buildings. These sets, however, were more the exception than the norm.

Fast forward to today, and LEGO has masterfully rebranded itself. No longer are "automatic binding bricks" just a child's plaything—they've evolved into a popular hobby for teenagers and adults alike. While LEGO continues to offer original modular buildings, the range has expanded dramatically to include meticulously crafted replicas of movie props, functional amusement park rides, luxury car replicas, and much more. These sets are designed not for play, but for display, serving as impressive pieces to admire from afar.

This expansion into more detailed and themed sets has, however, led to higher prices due to increased piece counts and licensing fees for popular themes like Disney, Marvel, Star Wars, Nintendo, and Minecraft. While these prices can be steep, LEGO enthusiasts haven't stopped buying; they're just more selective, spending their money more wisely.

LEGO maintains premium pricing and retires sets instead of allowing them to depreciate on the shelf. However, savvy buyers can maximize their dollar—and their enjoyment—by timing their purchases strategically throughout the year.

Back in August 2023, the LEGO VIP program was rebranded to LEGO Insiders. This free-to-join loyalty rewards program, accessible through LEGO's official site, offers various benefits including the chance to purchase exclusive sets before others. The primary attraction for members is earning Insider points for purchases made on LEGO's official website or at brick-and-mortar LEGO stores.

In the U.S., every dollar spent earns 6.5 Insider points, which can be redeemed at a rate of $1 for every 130 points. For example, spending $300 on a LEGO set earns you $15 toward future purchases—a 5% return. However, during promotional periods, you can earn double Insider points on select sets, making that same $300 purchase worth $30. These promotions are often announced in advance, so keep an eye on LEGO's social media for timely updates.

Black Friday and Cyber Monday

LEGO participates in the biggest shopping event of the year, running from the Friday before through Cyber Monday. During this time, premium sets like the Batcave Shadow Box and the Pac-Man arcade earn 3x points, while sets like the Hogwarts Chamber of Secrets and BMW M 1000 RR earn 4x points. While details for Black Friday 2025 are yet to be announced, you can stay updated by checking our roundup of the best LEGO deals or visiting LEGO’s Black Friday page.

Amazon Prime Day

Amazon Prime Day, typically held in mid-July, is another major sales event where LEGO sets are heavily discounted. Prime members can take advantage of these deals, with last year's highlights including popular sets from Marvel LEGO and Star Wars LEGO. Additionally, Amazon hosts an October Prime Day sale, often featuring good LEGO deals as well.

Holiday Weekends

Beyond major shopping events, holiday weekends like Presidents' Day, Labor Day, and Memorial Day offer opportunities for LEGO discounts at third-party retailers and sometimes even at LEGO stores. These sales are tied to federal holidays and can be a great time to snag various LEGO sets at reduced prices.

Third-Party Outlets

LEGO sets are available at various third-party outlets like Amazon, Target, Walmart, Barnes and Noble, and Best Buy. These stores often have their own Black Friday and Cyber Monday deals. Note that, except for Target, purchases at these outlets do not earn Insider points (though they might have their own rewards programs). Target purchases do earn Insider points, but at a lower rate (1:1) compared to the official LEGO store (1:6.5).

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 to get Majisto’s Magical Workshop during Insiders Weekend. In-store, spending $40 during Insiders Weekend gets you a Holiday Winter Train. New GWPs are available monthly, sometimes even biweekly, so if you're not in a rush, consider waiting to see what's offered.

May The 4th Be With You!

Star Wars Day on May 4th is another prime opportunity for LEGO deals. This day often sees the debut of new Collector Series replicas, and last year, purchases of select sets earned 5x Insider points.

The key to maximizing your LEGO experience is vigilance. While the sets can be expensive, there are plenty of deals to be found—you just need to shop on the right days. With careful planning, you can enjoy your LEGO hobby without the financial burden typically associated with adult hobbies.