Over the past decade, LEGO has seen a remarkable surge in popularity, evolving from a beloved children's toy into a hobby cherished by teens and adults alike. The range of LEGO sets has expanded tremendously, now encompassing intricate models designed for play, sophisticated display pieces, and even lifestyle accessories like wall decorations, plants, and flowers that seamlessly blend into home decor.
With hundreds of LEGO sets available for purchase, buyers face two primary challenges: locating the desired set and finding it at a reasonable price. A significant factor contributing to these issues is that LEGO retires all its sets, including the popular ones, to introduce new releases. This practice has spurred a thriving secondary market where sets can be resold at prices two to three times their original cost.
Moreover, LEGO sets are inherently expensive and have become increasingly so over the years. For instance, the 7541-piece Star Wars Millennium Falcon, which debuted in 2017 for $800—a price well above the typical '10 cents per piece'—now costs $850.
To navigate these challenges effectively, it's crucial to be a smart and meticulous consumer. Here are the best places and times to shop for LEGO sets in 2025 to secure the best deals.
Where to Buy LEGO Sets Online
LEGO Store
4See it at LEGO!
The official LEGO Store is the go-to destination for the widest selection of sets, easily sortable by theme, price, release date, and customer rating. The store's responsive customer service and the LEGO Insiders program, which is free to join, offer numerous benefits. Members can purchase sets before they are available to the general public, receive free sets as spending incentives, and access exclusive sets not available through third-party retailers.
The LEGO Store's point system is particularly appealing: every dollar spent earns 6.5 points, with 130 points equating to $1, effectively giving you a 5% return on your purchases. Additionally, there are times during the year when you can earn double points, enhancing the program's value.
Amazon
2See it at Amazon!
Amazon, along with the online storefronts of Target and Walmart, are excellent alternatives. While they lack the point system and exclusivity of the LEGO Store, they often provide modest discounts on most sets. The LEGO Store typically maintains full retail prices, except during specific promotions aimed at clearing out inventory.
Target
1See it at Target!
Target accepts LEGO Insider points, though at an exchange rate that may not be as beneficial as at the LEGO Store. Shoppers must weigh the benefits of a potential 10% discount at Target against the future savings and exclusive sets offered by the LEGO Store.
Walmart
0See it at Walmart!
For those seeking retired sets, unofficial online marketplaces like Craigslist, eBay, and Facebook are the only options. Be prepared for higher prices and engage directly with sellers to negotiate the best possible deal.
Where to Buy LEGO Sets in Stores
Physical stores offer a more tactile shopping experience. While the variety may not match online selections, many prefer the personalized attention and the ability to inspect sets before buying.
The in-person LEGO Store mirrors the benefits of its online counterpart, including the LEGO Insiders program. These stores also feature interactive elements like LEGO building stations and minifigure customization areas.
Target and Walmart have dedicated LEGO sections, and their offerings should be compared with the LEGO Store's inventory on a case-by-case basis. Gamestop and Barnes & Noble also sell LEGO sets, with the latter focusing on lifestyle sets, smaller impulse buys, and Harry Potter-themed sets.
One last note: For recently retired sets, brick-and-mortar stores are your best bet. Sometimes, third-party retailers may still have stock even after LEGO officially retires a set.
When Do LEGO Sets Go on Sale?
LEGO sets rarely go on sale due to high demand, but there are specific times to watch for discounts. LEGO celebrates May 4 (Star Wars Day) with double Insider points on Star Wars sets and March 10 (Mario Day) with similar deals in partnership with Nintendo. Keep an eye on these dates and other notable anniversaries related to third-party franchises.
Clearance deals at box-stores are more common at the beginning of the year when LEGO retires old sets and launches new ones, prompting retailers to refresh their inventory. The holiday season, particularly Black Friday and Cyber Monday, along with Amazon Prime Days in July and October, are prime times for deep discounts on LEGO sets.
