Best Time to Buy LEGOs: A Buyer's Guide

Less than a decade ago, adult LEGO enthusiasts were a niche group. LEGO catered to these AFOLs (Adult Fans of LEGO) with occasional Creator Expert sets, primarily modular buildings. These were exceptions, not 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. While original modular buildings continue, LEGO now offers scaled replicas of movie props, working amusement park rides, luxury car models, and more. These sets aren't designed for active play; they're meticulously detailed builds intended for display and appreciation.

This expansion, while exciting, 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 fans entirely; it simply encourages more mindful spending.

LEGO maintains premium pricing and retires sets instead of allowing price depreciation. However, strategic shopping during specific times of the year maximizes value and enjoyment.

The LEGO VIP program relaunched as LEGO Insiders in August 2023. Free to join via LEGO's website, it's a loyalty rewards 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, every dollar spent earns 6.5 points, redeemable at a rate of 130 points per dollar. Promotional periods offering double points significantly increase savings.

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. Premium sets often earn triple or even quadruple points. Check LEGO's website for 2025 details.

Amazon Prime Day

Amazon Prime Day, typically a two-day event in mid-July and again in October, offers LEGO discounts. Prime members benefit from these deals, often featuring popular franchises like Marvel and Star Wars.

Holiday Weekends

Three-day weekends around federal holidays (Presidents' Day, Labor Day, Memorial Day) often feature LEGO discounts from various retailers.

Third-Party Outlets

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

Gifts With Purchase

Gifts With Purchase (GWPs) offer complimentary sets with specific spending thresholds. These change frequently; check current offers before purchasing.

May The 4th Be With You!

Star Wars Day (May 4th) consistently features excellent LEGO deals, often including new Collector Series sets and increased Insider points.

Careful planning and awareness of sales events allow for enjoyable LEGO collecting without excessive financial strain.

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