When Is the Best Time to Buy LEGO Sets?

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 rather than the rule. However, over the past ten years, LEGO has masterfully rebranded itself. "Automatic binding bricks" are now a mainstream hobby for teens and adults, transcending their childhood toy status. While original modular buildings remain, LEGO now offers scaled replicas of movie props, working amusement park rides, luxury car models, and much more. These sets are designed not for playful interaction, but as stunning display pieces, meant to be admired from a distance.

This expansion, while exciting, comes with a higher price tag due to increased piece counts and licensing fees for sets featuring Disney, Marvel, Star Wars, Nintendo, and Minecraft themes. While the retail prices of some sets can be substantial, it doesn't deter LEGO fans entirely; it simply encourages more mindful spending and selective purchasing.

LEGO maintains premium pricing and retires sets rather than allowing depreciation. However, savvy shoppers can maximize their spending power by purchasing during specific times of the year.

Double Insider Points

The LEGO VIP program relaunched as LEGO Insiders in August 2023. It's a free loyalty program accessible through LEGO's official website. Benefits include early access to exclusive sets, but the primary advantage is earning Insider points on purchases from LEGO.com or official LEGO stores. In the US, every dollar spent earns 6.5 points, redeemable at a rate of 130 points per dollar. While a standard purchase provides a 5% return, double points promotions significantly increase savings, offering a 10% return.

These promotions are often announced in advance; monitor LEGO's social media for updates.

Sales Seasons

Black Friday and Cyber Monday

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

Amazon Prime Day

Amazon Prime Day, typically held in July and October, features LEGO discounts. Prime members benefit from these deals, often featuring popular franchise sets.

Holiday Weekends

Three-day weekends surrounding federal holidays (Presidents' Day, Labor Day, Memorial Day) often present discount opportunities at various retailers.

Third-Party Outlets

Amazon, Target, Walmart, Barnes & Noble, and Best Buy offer LEGO sets. Check these retailers for their Black Friday and Cyber Monday deals. Note that only Target offers Insider points, but at a lower redemption rate (1:1).

Gifts With Purchase

Gifts with Purchase (GWPs) offer complimentary sets with specific spending thresholds. These change frequently, so check the current offers before buying.

May the 4th Be With You!

Star Wars Day (May 4th) consistently offers excellent LEGO deals and new Collector's Series releases.

Careful planning and awareness of these sales periods allow LEGO enthusiasts to enjoy their hobby without unnecessary financial strain.

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