Just a few years back, adult LEGO enthusiasts, known as AFOLs (Adult Fans of LEGO), were considered a niche group. LEGO occasionally catered to this community with specialized sets like the Creator Expert series, featuring modular buildings. These sets were the exception rather than the norm.
However, over the past decade, LEGO has undergone a remarkable transformation. Today, LEGO bricks have transcended the realm of children's playthings, becoming a popular hobby for teens and adults alike. While LEGO continues to offer its original modular buildings, the company has expanded its range to include intricate replicas of movie props, functional amusement park rides, and detailed luxury car models. These sets are designed not for play but as display pieces, meant to be admired from a distance.
The increased complexity and detail in these new LEGO sets come with a higher price tag, influenced by larger piece counts and licensing fees for popular themes such as Disney, Marvel, Star Wars, Nintendo, and Minecraft. Although these higher prices might deter some buyers, LEGO enthusiasts often continue to invest in their hobby, albeit more selectively.
LEGO maintains its premium pricing strategy, regularly retiring sets rather than allowing their value to depreciate. To make the most of your budget and enhance your LEGO-building enjoyment, it's wise to be aware of specific times throughout the year when you can find the best deals.
Double Insider Points
In August 2023, the LEGO VIP program evolved into the LEGO Insiders program. Joining is free on LEGO's official site and offers a range of benefits, including early access to exclusive sets. The primary attraction for many members, however, is earning Insider points on purchases made at LEGO's official website or physical stores.
In the US, you earn 6.5 points for every dollar spent. These points can be redeemed at a rate of $1 for every 130 points. For example, spending $300 on a high-end set earns you $15 (5% of your purchase) to use on future buys. The real savings come during special promotions when you can earn double Insider points on selected sets, doubling your rewards to $30 on the same $300 purchase. Keep an eye on LEGO's social media for announcements about these promotions.
Sales Seasons
Black Friday and Cyber Monday
LEGO participates in the year's biggest shopping event, spanning from the Friday before to Cyber Monday. During this period, premium sets like the Batcave Shadow Box and the Pac-Man arcade can earn you triple Insider points, while sets like the Hogwarts Chamber of Secrets and BMW M 1000 RR can earn quadruple points.
Although details for Black Friday 2025 are yet to be released, you can stay updated by checking our roundup of the best LEGO deals or visiting LEGO's Black Friday page.
Amazon Prime Day
Amazon Prime Day, typically held in mid-July, offers significant discounts across various categories, including LEGO sets. As a Prime member, you can take advantage of these deals. Last year, some of the best LEGO discounts included sets from the Marvel and Star Wars franchises.
In addition to the July event, Amazon hosts another Prime Day sale in October, which often includes attractive deals on LEGO sets.
Holiday Weekends
Beyond major shopping events like Black Friday, holiday weekends such as Presidents' Day, Labor Day, and Memorial Day can offer good opportunities for discounts on LEGO sets, both at third-party vendors and occasionally at LEGO stores themselves.
Third-Party Outlets
LEGO sets are also available at retailers like Amazon, Target, Walmart, Barnes & Noble, and Best Buy. It's worthwhile to check these outlets, particularly around their Black Friday and Cyber Monday sales.
Note: With the exception of Target, these retailers 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 less favorable rate of 1 point per dollar compared to the 6.5 points per dollar at LEGO stores.
Gifts With Purchase
LEGO also offers 'Gifts With Purchase' (GWPs), where you receive a complimentary set for reaching certain spending thresholds. For instance, spend $170 during Insiders Weekend, and you'll receive a Winter Market Stall. Spend $250, and you'll get Majisto’s Magical Workshop. At physical LEGO stores during Insiders Weekend, spending $40 in-person earns you a Holiday Winter Train.
New GWPs are introduced monthly, sometimes even biweekly. If you're not in a rush to buy a new set, consider waiting to see if the current GWP aligns with your interests.
May The 4th Be With You!
Star Wars Day on May 4 is another prime time for LEGO deals. This day often sees the launch of new Collector Series replicas, and last year, purchasing select sets earned you five times the number of Insider points.
The key to maximizing your LEGO hobby while managing costs is staying informed and strategic. There are plenty of expensive sets out there, but with the right timing and knowledge of sales events, you can enjoy your hobby without financial strain.
LEGO Star Wars Imperial Star Destroyer
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LEGO Star Wars Millennium Falcon
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LEGO Star Wars The Mandalorian's N-1 Starfighter
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LEGO Star Wars TIE Fighter & X-Wing Mash-up
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LEGO Star Wars TIE Bomber
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LEGO Star Wars at-TE Walker
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LEGO Star Wars at-ST Raider
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LEGO Star Wars Hoth at-ST Walker
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LEGO Star Wars Clone Trooper & Battle Droid Battle Pack
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