Less than a decade ago, adult LEGO builders were part of a niche community. LEGO primarily catered to these Adult Fans of LEGO (AFOLs) with occasional Creator Expert sets like modular buildings, which were more the exception than the rule. However, over the past decade, LEGO has undergone a remarkable transformation. Today, the "automatic binding bricks" are not just toys for kids but have evolved into a mainstream hobby enjoyed by teenagers and adults alike. While LEGO continues to produce original modular buildings, the company has expanded its offerings to include detailed replicas of movie props, working amusement park rides, luxury car models, and more. These sets are designed for display rather than play, allowing builders to appreciate their creations from a distance.
This expansion into diverse and detailed products comes with a higher price tag, often due to increased piece counts and licensing fees for sets featuring themes from Disney, Marvel, Star Wars, Nintendo, and Minecraft. While these prices may deter some buyers, it doesn't mean LEGO enthusiasts will stop purchasing sets altogether. Instead, they might be more selective, spending their money more wisely.
LEGO maintains premium pricing and retires sets rather than allowing them to depreciate on shelves. However, there are strategic times during the year when you can maximize your spending on LEGO sets to get the most value and enjoyment.
Double Insider Points
In August 2023, the LEGO VIP program was rebranded as LEGO Insiders. Joining this free loyalty program on LEGO's official site offers several benefits, including the ability to purchase exclusive sets before they are available to the general public. The primary advantage for members is earning Insider points from purchases made on LEGO's official website or at brick-and-mortar LEGO stores.
In the United States, you earn 6.5 points for every dollar spent. These points can be redeemed for future purchases at a rate of $1 for every 130 points. For example, spending $300 on a set earns you $15 in points—5% of your initial expenditure. The real savings, however, come during promotional periods where you can earn double Insider points on select sets, turning that same $300 into $30 in points. These promotions are often announced in advance on LEGO's social media channels.
Sales Seasons
Black Friday and Cyber Monday
LEGO participates in the year's largest shopping event, offering significant deals from the Friday before through Cyber Monday. During this period, premium sets like the Batcave Shadow Box and the Pac-Man arcade earn 3x the number of points, while sets like the Hogwarts Chamber of Secrets and the BMW M 1000 RR earn 4x points. LEGO has not yet released details for Black Friday 2025, but you can stay updated with the best LEGO deals or check LEGO's Black Friday page for the latest information.
Amazon Prime Day
Amazon Prime Day, typically held in mid-July for two days, is another excellent opportunity to snag LEGO deals. Prime members can benefit from discounts on LEGO sets, including popular franchise items from Marvel and Star Wars. Additionally, Amazon hosts an October Prime Day sale, which often includes attractive LEGO discounts.
Holiday Weekends
Beyond major events like Black Friday, three-day weekends around federal holidays such as Presidents' Day, Labor Day, and Memorial Day offer good opportunities to find discounts on LEGO sets at both third-party vendors and the LEGO store itself.
Third-Party Outlets
LEGO sets are also available at third-party outlets like Amazon, Target, Walmart, Barnes and Noble, and Best Buy. These retailers often have their own Black Friday and Cyber Monday deals. While most do not offer redeemable Insider points for LEGO purchases, Target does, albeit at a lower exchange rate of 1:1 compared to the 1:6.5 on the official LEGO Store.
Gifts With Purchase
LEGO also offers 'Gifts With Purchase' (GWPs), where you receive a complimentary set for spending a certain amount. For example, spending $170 during Insiders Weekend earns you a Winter Market Stall, while $250 gets you Majisto’s Magical Workshop. In-store, spending $40 during Insiders Weekend grants you a Holiday Winter Train. New GWPs are introduced monthly, and sometimes even biweekly, so if you're not in a rush, it's wise to check the current GWP before making a purchase.
May The 4th Be With You!
Star Wars Day on May 4th is another great chance to find excellent LEGO deals. It's often when LEGO releases its Collector Series replicas, and last year, select purchases earned 5x Insider points.
The key to getting the most out of your LEGO hobby is to stay vigilant. While the sets can be expensive, numerous deals and promotions are available throughout the year. By planning your purchases strategically, you can enjoy your LEGO hobby without the financial strain often associated with adult hobbies.
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