When Is the Best Time to Buy LEGO Sets?

Not too long ago—less than a decade—it was unusual to see adults openly enjoying LEGO sets. Back then, adult fans of LEGO (known in the community as AFOLs) were considered more of a niche group. LEGO acknowledged them with occasional Creator Expert sets, like the early modular buildings, but those were rare exceptions rather than the norm.

Fast forward to today, and LEGO has successfully rebranded itself beyond being just a children’s toy. What once stood for “automatic binding bricks” is now a globally recognized brand embraced by teens and adults alike—not for play, but for the joy of building and displaying intricate models. While the company still produces its beloved modular buildings, it has expanded into creating highly detailed replicas of movie props, working amusement park rides, and even luxury car facsimiles. These sets are designed with one goal in mind: to be admired as display pieces, not played with.

The Cost of Quality

Of course, this evolution comes with a price. As set complexity increases, so does the piece count—and that naturally drives up cost. Add in licensing fees for popular themes like Disney, Marvel, Star Wars, Nintendo, and Minecraft, and you’ve got some premium pricing on your hands. While this may seem steep to the average shopper, it doesn’t necessarily mean people will stop buying LEGO altogether. More likely, they’ll just buy fewer sets and plan their purchases more carefully.

LEGO maintains its premium image by retiring sets rather than discounting them indefinitely. However, savvy buyers know there are specific times of the year when smart shopping can stretch their budget further and maximize enjoyment.

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Double Insider Points

In August 2023, LEGO rebranded its VIP program into what is now known as LEGO Insiders—a free loyalty rewards program available to anyone who signs up via the official LEGO website. Membership offers several perks, including early access to exclusive sets. But the main attraction for most users is the ability to earn Insider points every time they make a purchase through LEGO.com or at a physical LEGO store.

In the U.S., each dollar spent earns 6.5 points, which can later be redeemed at a rate of 130 points for $1 off a future purchase. For example, spending $300 on a high-end set would earn you $15 in future credit—5% back. The real value, however, comes during promotional events where you can earn *double* the Insider points on select sets, effectively doubling your savings.

These promotions are often announced just days before they go live, so staying tuned to LEGO’s official social media channels is essential if you want to catch these deals.

Key Sales Seasons

Black Friday & Cyber Monday

Each year, LEGO participates in the biggest shopping event of the season. Running from the Friday before Thanksgiving through Cyber Monday, this period often includes generous point multipliers. Some premium sets, such as the Batcave Shadow Box and Pac-Man arcade cabinet, offer 3x points, while others like the Hogwarts Chamber of Secrets and BMW M 1000 RR give 4x points.

Details for Black Friday 2025 have yet to be released, but you can check out our roundup of the best LEGO deals or visit LEGO’s official Black Friday page for updates.

Amazon Prime Day

Amazon Prime Day remains one of the best opportunities to score LEGO sets at discounted prices. Typically held over two days in mid-July, this event frequently features popular sets from franchises like Marvel and Star Wars. In addition to the July sale, Amazon also hosts an October Prime Day event, which often includes solid LEGO deals.

Holiday Weekends

Smaller holiday weekends like Presidents’ Day, Labor Day, and Memorial Day can also be great times to find discounts, especially through third-party retailers. Occasionally, LEGO.com joins in with limited-time offers around these dates as well.

Third-Party Retailers

Outside of the official LEGO Store, major retailers like Amazon, Target, Walmart, Barnes & Noble, and Best Buy carry a wide selection of LEGO sets. While only purchases made at Target qualify for Insider points (albeit at a reduced rate of 1:1 compared to LEGO.com's 1:6.5), these stores often run their own promotions during Black Friday and Cyber Monday.

Gifts With Purchase

Another way LEGO rewards shoppers is through Gifts With Purchase (GWPs). Spend $170, and you might receive a Winter Market Stall; spend $250, and you could get Majisto’s Magical Workshop. These sets are often exclusive and rotate monthly—or sometimes even every two weeks. If you're not in a rush, checking current GWPs before purchasing can help you decide whether to buy now or wait for something better.

May the 4th Be With You!

Although May 4 has already passed this year, Star Wars Day remains one of the best annual opportunities for LEGO deals. This is when LEGO often unveils new Collector Series sets. Last year, select sets offered 5x Insider points, making it a prime shopping day for fans.

Ultimately, the key takeaway is this: while many LEGO sets come with hefty price tags, the right timing can unlock substantial savings. By staying informed and planning ahead, you can enjoy your LEGO hobby without breaking the bank.