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, primarily modular buildings. These were exceptions, not the rule. However, in the last ten years, LEGO has masterfully rebranded itself. "Automatic binding bricks" are no longer just for children; they're a mainstream hobby for teens and adults. While classic modular buildings continue, LEGO now offers scaled replicas of movie props, functioning amusement park rides, luxury car models, and more. These sets are designed not for play, but for display—pieces to be admired and appreciated.
This expansion is fantastic, but the increased detail comes at a higher price due to increased piece counts and licensing fees for sets based on franchises like Disney, Marvel, Star Wars, Nintendo, and Minecraft. The higher retail prices might mean buying less frequently and choosing sets more carefully, but it certainly hasn't stopped the LEGO buying spree.
LEGO maintains premium pricing and retires sets instead of letting them depreciate. However, specific times offer better value. Let's explore the best times to buy to maximize your LEGO budget and enjoyment.
AnswerSee ResultsDouble Insider Points
The LEGO VIP program relaunched as LEGO Insiders in August 2023. It's a free loyalty program (sign up on LEGO's website). Benefits include early access to exclusive sets, but the main draw 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. While this offers a 5% return, double points promotions significantly boost savings. Watch LEGO's social media for announcements.
Sales Seasons
Black Friday and Cyber Monday
LEGO participates in Black Friday and Cyber Monday. Expect premium sets with 3x or even 4x points multipliers. Check LEGO's website for 2025 details.
Amazon Prime Day
Amazon Prime Day (July and October) offers LEGO deals. Prime members benefit from discounts, often on popular franchises like Marvel and Star Wars.
Holiday Weekends
Three-day weekends (Presidents' Day, Labor Day, Memorial Day) often feature discounts at various retailers.
Third-Party Outlets
Amazon, Target, Walmart, Barnes & Noble, and Best Buy sell LEGO. Check their Black Friday and Cyber Monday deals. Note that only Target offers Insider points, but at a lower rate (1:1).
Gifts With Purchase
Gifts With Purchase (GWPs) offer free sets with qualifying purchases. These change frequently, so check before buying.
May the 4th Be With You!
Star Wars Day (May 4th) usually features excellent LEGO deals and new Collector's Series sets.
Be vigilant! Plan ahead to enjoy your LEGO hobby without excessive financial strain. The deals are there—you just need to know when and where to find them.
