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Optimal Times to Purchase LEGO Sets for Maximum Savings

Author：Kristen Update：Sep 16,2025

A decade ago, adult LEGO enthusiasts, known as AFOLs (Adult Fans of LEGO), were a small community. LEGO occasionally released Creator Expert sets like modular buildings for this group, but these were exceptions rather than the norm.

In recent years, LEGO has transformed its brand image. No longer just a children’s toy, LEGO’s "automatic binding bricks" have become a popular hobby for teens and adults. While original modular buildings remain, LEGO now offers detailed replicas of movie props, functional amusement park rides, luxury car models, and more. These sets are designed for display, meant to be admired rather than played with.

This expanded range comes with higher costs due to increased piece counts and licensing fees for themes like Disney, Marvel, Star Wars, Nintendo, and Minecraft. While retail prices can be steep, LEGO fans can still purchase sets strategically to save money without sacrificing their passion.

LEGO maintains premium pricing and retires sets to preserve value, but certain times of the year offer opportunities to stretch your budget and enhance your building experience.

Double Insider Points Promotions

In August 2023, the LEGO VIP program became LEGO Insiders, a free loyalty program accessible via LEGO’s official website. Joining grants early access to exclusive LEGO.com sets and other perks, but the primary benefit is earning Insider points on purchases made online or at LEGO stores.

In the U.S., every dollar spent earns 6.5 points, redeemable at 130 points per $1 off future purchases. For example, spending $300 on a premium set yields $15 in savings. During special promotions, select sets earn double Insider points, turning that $300 purchase into $30 in savings. Monitor LEGO’s social media for announcements about these limited-time offers.

Top-Priced LEGO Sets

Peak Sales Seasons

Black Friday and Cyber Monday

LEGO participates in the year’s biggest shopping events, starting the Friday before Black Friday and extending through Cyber Monday. Premium sets like the Batcave Shadow Box or Pac-Man arcade may offer 3x Insider points, while sets like Hogwarts Chamber of Secrets or BMW M 1000 RR can earn 4x points. Check LEGO’s Black Friday page or our curated LEGO deals for updates on 2025 promotions.

Amazon Prime Day

Amazon Prime Day, typically held over two days in mid-July, features significant LEGO discounts for Prime members. Popular sets from Marvel and Star Wars often see the best deals. Amazon also hosts an October Prime Day with additional LEGO savings opportunities.

Prime Day LEGO Offers

Holiday Weekends

Three-day weekends tied to federal holidays like Presidents’ Day, Labor Day, or Memorial Day often bring LEGO discounts at third-party retailers and occasionally LEGO stores. These sales provide a great chance to score deals on various sets.

Third-Party Retailers

Beyond LEGO stores, retailers like Amazon, Target, Walmart, Barnes & Noble, and Best Buy offer a wide selection of sets. Watch for their Black Friday and Cyber Monday deals. Note that only Target purchases earn Insider points, though at a lower 1:1 rate compared to LEGO’s 1:6.5 rate. Other retailers may have their own rewards programs.

Gifts With Purchase

LEGO’s Gifts With Purchase (GWP) program offers free sets when you spend a certain amount. For example, spending $170 during Insiders Weekend might earn a Winter Market Stall, while $250 could get you Majisto’s Magical Workshop. In-store purchases of $40 during this event may include a Holiday Winter Train. New GWPs are introduced monthly or biweekly, so check current offers before buying.

Star Wars Day Savings

Star Wars Day (May 4) is a prime time for LEGO deals, often featuring new Collector Series replicas and up to 5x Insider points on select sets. While this year’s event has passed, mark your calendar for next year’s savings.

To maximize value, stay proactive. LEGO sets can be costly, but strategic timing during sales, promotions, and special events lets you enjoy this hobby without breaking the bank.