When Is the Best Time to Buy LEGO Sets?

Less than a decade ago, adult LEGO enthusiasts, known as AFOLs (Adult Fans of LEGO), were considered a niche group. LEGO primarily catered to them with occasional Creator Expert sets like modular buildings, which were more the exception than the rule. However, over the past ten years, LEGO has remarkably transformed its brand. No longer just a toy for kids, "automatic binding bricks" have evolved into a mainstream hobby and pastime for teens and adults alike. LEGO continues to produce original modular buildings, but they've expanded their offerings to include detailed, scaled replicas of movie props, functional amusement park rides, luxury car models, and more. These sets are designed for display rather than play, meant to be admired from a distance.

This expansion into diverse product lines is exciting, though it comes with higher price tags due to increased piece counts and licensing fees for sets based on themes like Disney, Marvel, Star Wars, Nintendo, and Minecraft. While these costs may deter some buyers, LEGO fans are unlikely to abandon the brand entirely. Instead, they may simply become more selective with their purchases, spending their money more wisely.

LEGO maintains premium pricing and retires sets rather than allowing them to depreciate on shelves. To make the most of your LEGO budget and enhance your enjoyment, it's crucial to be aware of specific times during the year when you can maximize your savings.

Double Insider Points

In August 2023, the LEGO VIP program was rebranded as LEGO Insiders. This loyalty rewards program is free to join on LEGO's official site and offers various benefits, including early access to exclusive sets. However, the primary attraction for most members is earning Insider points on purchases made at LEGO's official website or brick-and-mortar stores.

In the United States, every dollar spent earns you 6.5 points, which can be redeemed at a rate of $1 for every 130 points. For example, spending $300 on a LEGO set earns you $15 towards future purchases, equating to a 5% return. During promotional periods, you can earn double Insider points on select sets, effectively doubling your savings. A $300 purchase would then earn you $30. These promotions are often announced in advance on LEGO's social media, so staying informed can lead to significant savings.

Sales Seasons

Black Friday and Cyber Monday

LEGO participates in the year's biggest shopping event, offering substantial deals from Black Friday through Cyber Monday. During this period, premium sets like the Batcave Shadow Box and Pac-Man arcade earn 3x Insider points, while sets like the Hogwarts Chamber of Secrets and BMW M 1000 RR earn 4x points. Although specifics for Black Friday 2025 are not yet available, you can stay updated with the best LEGO deals or visit LEGO's Black Friday page for the latest information.

Amazon Prime Day

Amazon Prime Day is a major sales event offering discounts across various categories, including LEGO sets. Prime members can take advantage of these deals during the two-day event in mid-July each year. Last year, the best LEGO deals included popular franchise sets from Marvel and Star Wars. Additionally, Amazon hosts an October Prime Day sale, which often features attractive discounts on LEGO sets.

Holiday Weekends

Beyond major shopping events, three-day weekends around federal holidays like Presidents' Day, Labor Day, and Memorial Day are excellent times to find LEGO discounts at third-party vendors and sometimes even at LEGO stores.

Third-Party Outlets

In addition to LEGO stores, you can purchase LEGO sets at third-party outlets like Amazon, Target, Walmart, Barnes and Noble, and Best Buy. These stores offer a wide variety of sets, especially during their own Black Friday and Cyber Monday sales. Note that, except for Target, these outlets do not offer redeemable Insider points for LEGO purchases, though they may have their own rewards programs. Target purchases do earn Insider points, but at a lower rate (1:1) compared to the official LEGO Store (1:6.5).

Gifts With Purchase

LEGO also offers 'Gifts With Purchase' (GWPs), where spending a certain amount grants you a complimentary set. For instance, spending $170 earns you a Winter Market Stall gift, while $250 gets you Majisto’s Magical Workshop during Insiders Weekend. In-store purchases of $40 during this period come with a Holiday Winter Train. New GWPs are introduced monthly, and sometimes even biweekly, so if you're not in a rush, checking the current GWP can help you decide the best time to buy.

May The 4th Be With You!

Star Wars Day on May 4th is another excellent opportunity for LEGO deals. LEGO often unveils its Collector Series replicas on this day, and last year, purchasing select sets earned 5x Insider points.

The key to enjoying your LEGO hobby without financial strain is vigilance. There are many expensive sets, but LEGO deals are plentiful if you know when to look. By planning ahead, you can indulge in your passion without the guilt of high costs.

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