When Is the Best Time to Buy LEGO Sets?

Just a few years ago, adult LEGO enthusiasts, known as AFOLs (Adult Fans of LEGO), were a niche group. LEGO catered to them with the occasional Creator Expert sets, such as modular buildings. However, these were more the exception than the norm.

In the past decade, LEGO has brilliantly rebranded itself. No longer just children's playthings, "automatic binding bricks" have become a mainstream hobby for teens and adults alike. LEGO continues to offer original modular buildings but has expanded its range to include detailed replicas of movie props, working amusement park rides, and luxury car facsimiles. These sets are designed for display rather than play, meant to be admired from afar.

While this expansion into more detailed and themed sets is exciting, it comes with a higher price tag, driven by increased piece counts and licensing fees for popular themes like Disney, Marvel, Star Wars, Nintendo, and Minecraft. Although these prices might deter some casual buyers, dedicated LEGO fans continue to invest in their hobby, though they may do so more selectively.

LEGO maintains its premium pricing and retires sets rather than allowing them to depreciate. However, savvy shoppers can maximize their spending by timing their purchases around specific promotional periods throughout the year.

Double Insider Points

In August 2023, the LEGO VIP program transformed into the LEGO Insiders program. It's free to join on LEGO's official site, offering a loyalty rewards system. Members enjoy perks like early access to LEGO.com exclusive sets, but the primary attraction is earning Insider points on purchases from LEGO's official website or stores.

In the U.S., each dollar spent earns 6.5 points, which can be redeemed at a rate of 130 points for $1. For instance, spending $300 on a set earns you $15 towards future purchases, equating to a 5% return. During promotional periods, you can earn double Insider points, turning that $300 into $30 in future savings. 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, offering premium sets like the Batcave Shadow Box and the Pac-Man arcade with triple Insider points. Sets such as the Hogwarts Chamber of Secrets and BMW M 1000 RR even earn quadruple points. While specifics for Black Friday 2025 are yet to be announced, you can stay updated through our LEGO deals roundup or LEGO’s official Black Friday page.

Amazon Prime Day

Amazon Prime Day, typically held in mid-July, is another prime time for LEGO deals. Prime members can snag discounts on a variety of sets, including popular Marvel and Star Wars LEGO options. There's also an October Prime Day event offering similar deals.

Holiday Weekends

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

Third-Party Outlets

LEGO sets are also available at retailers like Amazon, Target, Walmart, Barnes and Noble, and Best Buy. These stores often offer their own Black Friday and Cyber Monday deals. Note that, except for Target, these retailers do not offer Insider points for LEGO purchases, although they may have their own rewards programs. Target offers a lower point exchange rate of 1:1 compared to LEGO's 1:6.5.

Gifts With Purchase

LEGO's 'Gifts With Purchase' (GWPs) provide complimentary sets for reaching spending thresholds. For example, spend $170 during Insiders Weekend to receive a Winter Market Stall, or $250 for Majisto’s Magical Workshop. In-store, a $40 purchase on Insider's Weekend earns you a Holiday Winter Train. New GWPs are introduced monthly, sometimes even biweekly, so timing your purchases can be beneficial if you're not in a rush.

May The 4th Be With You!

Star Wars Day (May 4) is another excellent opportunity for LEGO deals. LEGO often launches its Collector Series replicas on this day, and last year, purchasing select sets earned 5x Insider points. Staying vigilant and planning your purchases around these events can help you enjoy your LEGO hobby without the financial strain often associated with adult hobbies.