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When Is the Best Time to Buy LEGO Sets?

Author : Skylar Update : Mar 04,2025

Unlocking LEGO Savings: A Guide to Maximizing Your LEGO Purchases

For years, adult LEGO enthusiasts (AFOLs) were a niche community. LEGO catered to them with occasional Creator Expert sets, but the focus was primarily on children. However, LEGO has masterfully repositioned itself. Now, LEGO isn't just a children's toy; it's a mainstream hobby for all ages. The company now offers intricate, display-worthy sets, including scaled replicas of movie props, functioning amusement park rides, and luxury car models, designed for admiration rather than active play.

This expansion comes with a price increase due to higher piece counts and licensing fees for franchises like Disney, Marvel, Star Wars, Nintendo, and Minecraft. While prices can be substantial, savvy shoppers can still enjoy LEGO without breaking the bank. The key is strategic purchasing.

LEGO maintains premium pricing and retires sets instead of discounting them. However, specific times offer significant savings:

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Double Insider Points and Beyond

The LEGO Insiders program (formerly VIP) offers rewards points for purchases. In the US, every dollar spent earns 6.5 points, redeemable at a rate of 130 points per dollar. However, double (and sometimes triple or quadruple) points promotions significantly boost savings. Monitor LEGO's social media for announcements.

Prime Shopping Opportunities

Black Friday/Cyber Monday: Expect significant point multipliers (3x or even 4x) on select sets.
Amazon Prime Day (July & October): Prime members enjoy LEGO discounts during these two annual sales events. Past Prime Days have featured deals on popular Marvel and Star Wars LEGO sets.
Holiday Weekends: Presidents' Day, Labor Day, and Memorial Day often see discounts from various retailers.

Third-Party Retailers

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

Gifts with Purchase (GWPs)

LEGO frequently offers complimentary sets with purchases exceeding a certain amount. These GWPs change regularly, so check the current offerings before buying.

Star Wars Day (May 4th): This annual event typically features excellent deals and point multipliers on Star Wars LEGO sets.

By staying informed and planning purchases strategically, you can significantly reduce the cost of your LEGO hobby.