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Best Time to Buy LEGO Sets Revealed

Author : Thomas

Mar 26,2025

Less than a decade ago, the world of adult LEGO builders was considered a niche interest. LEGO catered to these Adult Fans of LEGO (AFOLs) with occasional releases like Creator Expert sets, featuring modular buildings. These sets were the exception rather than the norm.

However, over the past ten years, LEGO has successfully transformed its brand. Today, "automatic binding bricks" are not just toys for kids; they've become a popular hobby for teens and adults alike. While LEGO continues to produce original modular buildings, the company has also expanded into creating detailed scaled replicas of movie props, working amusement park rides, luxury car models, and more. These sets are designed for display, offering a sophisticated aesthetic that's meant to be appreciated from a distance.

The increased intricacy and variety in LEGO's offerings come with a higher price tag, driven by larger piece counts and licensing fees for sets themed around popular franchises like Disney, Marvel, Star Wars, Nintendo, and Minecraft. While these elevated costs may deter some from purchasing frequently, it's unlikely to stop LEGO enthusiasts entirely. Instead, fans are likely to be more selective, choosing their purchases more carefully.

LEGO maintains premium pricing and retires sets rather than allowing their value to diminish on the shelf. However, savvy buyers can maximize their spending by taking advantage of specific sales days and weeks throughout the year.

Double Insider Points

In August 2023, the LEGO VIP program was rebranded as LEGO Insiders, a free-to-join loyalty rewards program available on LEGO's official site. Members enjoy benefits such as early access to exclusive sets and the accumulation of Insider points for purchases made on LEGO's official website or at brick-and-mortar stores. In the U.S., every 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 would earn $15 towards future purchases—a 5% return on the initial spend. During promotional periods, members can earn double Insider points, doubling the potential savings. Promotions are typically 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 largest shopping event, offering deals from the Friday before through Cyber Monday. Premium sets like the Batcave Shadow Box and Pac-Man arcade may earn 3x points, while sets like the Hogwarts Chamber of Secrets and BMW M 1000 RR can earn 4x points. While details for Black Friday 2025 are not yet available, you can find the best LEGO deals 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 deals. Prime members can benefit from discounts on LEGO sets, including popular franchise collections from Marvel and Star Wars. Additionally, an October Prime Day sale often features competitive LEGO deals.

Holiday Weekends

Beyond major shopping events, three-day holiday weekends like Presidents' Day, Labor Day, and Memorial Day often bring discounts on LEGO sets at third-party vendors and sometimes at LEGO stores themselves.

Third-Party Outlets

LEGO sets are also available at third-party retailers like 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 Insider points for LEGO purchases, although they may have their own rewards programs. Target's Insider point redemption rate is lower (1:1) compared to the official LEGO Store (1:6.5).

Gifts With Purchase

LEGO also offers 'Gifts With Purchase' (GWPs), providing complimentary sets for reaching certain spending thresholds. For example, spending $170 might earn you a Winter Market Stall, while $250 could secure Majisto’s Magical Workshop during Insiders Weekend. In-store purchases of $40 during this time might get you a Holiday Winter Train. New GWPs are introduced monthly, or even biweekly, so it's worth considering the current offerings before making a purchase.

May The 4th Be With You!

Star Wars Day on May 4th is a notable event for LEGO enthusiasts, often featuring the debut of new Collector Series replicas and promotions that offer 5x Insider points for select set purchases. This year's event has passed, but it's an excellent opportunity to watch for in the future.

The key to enjoying LEGO as an adult hobby without financial strain is vigilance. By being aware of the sales calendar and taking advantage of promotions, you can indulge in your passion for LEGO while managing costs effectively.

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