Best Time to Buy LEGOs: A Buyer's Guide

Less than a decade ago, adult LEGO builders were a niche group. LEGO catered to these AFOLs (Adult Fans of LEGO) with occasional Creator Expert sets like modular buildings, but these were exceptions. However, over the past ten years, LEGO has successfully rebranded itself. "Automatic binding bricks" are now 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 are designed for display, meant to be admired rather than actively played with.

This expansion comes with a higher price tag due to increased piece counts and licensing fees for sets based on franchises like Disney, Marvel, Star Wars, Nintendo, and Minecraft. While prices can be significant, it doesn't deter LEGO enthusiasts entirely; it simply encourages more thoughtful purchasing decisions.

LEGO maintains premium pricing and retires sets rather than allowing price depreciation. However, specific times of the year offer better value.

Double Insider Points

The LEGO VIP program is now LEGO Insiders. Free to join on LEGO's website, it's a loyalty program offering benefits like early access to exclusive sets. The primary advantage is Insider points earned on purchases from LEGO.com or LEGO stores. In the US, each dollar spent earns 6.5 points, redeemable at a rate of 130 points per dollar. Double points promotions significantly boost savings; for example, a $300 purchase could yield $30 in rewards during these promotions. Keep an eye on LEGO's social media for announcements.

Sales Seasons

Black Friday and Cyber Monday

LEGO participates in Black Friday and Cyber Monday, offering increased point multipliers (3x or even 4x) on select sets. Check LEGO's website for 2025 deals.

Amazon Prime Day

Amazon Prime Day (July and October) features LEGO discounts. Prime members benefit from these deals, often including popular Marvel and Star Wars sets.

Holiday Weekends

Three-day weekends (Presidents' Day, Labor Day, Memorial Day) often see discounts at various retailers.

Third-Party Outlets

Amazon, Target, Walmart, Barnes & Noble, and Best Buy sell LEGO sets, often with their own sales. Note that Insider points are generally not earned at these retailers (except Target, but at a lower exchange rate).

Gifts With Purchase (GWPs)

LEGO offers GWPs; spending thresholds unlock free sets. These change frequently, so checking current offers before purchasing is advisable.

May the 4th Be With You!

Star Wars Day (May 4th) typically features excellent LEGO deals and new Collector Series releases. Past events offered 5x Insider points on select sets.

Careful planning and awareness of sales events allow for cost-effective LEGO purchases.