Not too long ago, adult LEGO builders were considered a niche group. Known as AFOLs (Adult Fans of LEGO), they found joy in the occasional Creator Expert sets—like modular buildings—that LEGO released sparingly. These sets were more the exception than the norm.
But fast forward to today, and LEGO has undergone a remarkable transformation. Once seen primarily as a children's toy, LEGO has now become a mainstream hobby embraced by teens and adults alike. While the original modular buildings are still around, the brand has expanded far beyond them. Now you can find intricately detailed replicas of movie props, fully functional amusement park rides, and even luxury car models. The purpose of these builds isn't just play—it’s about creating something beautiful and display-worthy, something that commands admiration from afar.
This evolution hasn’t come without a cost. With increased complexity and higher piece counts, prices have gone up. Add in licensing fees for popular themes like Disney, Marvel, Star Wars, Nintendo, and Minecraft, and it's easy to see why some sets may feel out of reach for casual buyers. Still, LEGO fans aren't likely to stop purchasing altogether—they’ll just be more thoughtful with their spending.
LEGO maintains its premium pricing strategy and retires sets rather than letting them linger on shelves at discounted prices. However, there are specific times of the year when smart shoppers can get more value for their money. Knowing when to buy is key to maximizing both your budget and enjoyment.
Double Insider Points
In August 2023, the LEGO VIP program was rebranded into LEGO Insiders, a free-to-join loyalty program available through LEGO's official site. Signing up offers several benefits, including early access to exclusive sets and, most importantly, Insider points earned on purchases made directly through LEGO.com or in physical LEGO stores.
For U.S. members, every dollar spent earns 6.5 points, which can be redeemed at a rate of 130 points per $1 toward future purchases. For example, spending $300 would earn you $15 in rewards—about 5% back. But during promotional events offering *double* Insider points, that same purchase could yield $30 instead.
These promotions often pop up with little notice, so staying updated via LEGO’s social media channels is crucial if you want to make the most of these deals.
Sales Seasons
Black Friday and Cyber Monday
LEGO is always part of the biggest shopping event of the year. During the Black Friday to Cyber Monday window, select sets like the Batcave Shadow Box and Pac-Man arcade offer 3x Insider points. Premium sets such as the Hogwarts Chamber of Secrets and BMW M 1000 RR give an impressive 4x points.
While details for Black Friday 2025 haven’t been released yet, you can check out current LEGO deals or visit LEGO’s Black Friday page for updates.
Amazon Prime Day
Amazon Prime Day is another prime opportunity to score discounts on LEGO sets. Typically held over two days in mid-July, this event often includes top-tier sets from franchises like Marvel and Star Wars. October also sees a smaller Prime Day sale, sometimes featuring great LEGO deals.
As long as you're a Prime member, you can take advantage of these limited-time offers.
Holiday Weekends
Three-day weekends centered around federal holidays—like Presidents' Day, Labor Day, and Memorial Day—are surprisingly good times to find LEGO discounts, especially through third-party retailers. Occasionally, LEGO itself will run holiday-themed promotions as well.
Third-Party Outlets
Retailers like Amazon, Target, Walmart, Barnes & Noble, and Best Buy all carry a wide selection of LEGO sets. While most of these stores don’t contribute to LEGO Insider points, Target does—with a less favorable 1:1 point exchange compared to the official 1:6.5 rate.
Gifts With Purchase
LEGO frequently offers 'Gifts With Purchase' (GWPs) where you receive a bonus set after meeting a minimum spending threshold. Spend $170 and you might get the Winter Market Stall; $250 unlocks Majisto’s Magical Workshop. These are often tied to special events like Insiders Weekend, while in-store purchases of $40 can net you a Holiday Winter Train.
New GWPs appear monthly or even every few weeks, so consider waiting if timing aligns with a better deal.
May The 4th Be With You!
Though May 4 has already passed this year, Star Wars Day remains one of the best opportunities for LEGO savings. It’s typically when new Collector Series sets debut, and last year saw select purchases earning 5x Insider points.
The takeaway? If you’re willing to plan ahead and stay informed, you can enjoy LEGO sets without breaking the bank. Whether it’s catching double points, scoring a gift with purchase, or timing your buys around major sales, there are plenty of ways to keep your collection growing—and your budget intact.
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