Over the past decade, the popularity and demand for LEGO has soared. What was once a building toy for children has expanded its audience to include teens and adults. The sets themselves have evolved, offering greater detail, utility, and variety.
Some sets are designed for interactive play, while others are crafted for display as intricate dioramas or valuable collectibles. A growing number of sets serve as lifestyle accessories, such as wall decorations, plants, and flowers, seamlessly integrating into living spaces.
With hundreds of LEGO sets available for purchase, spanning various piece counts, themes, and price points, consumers may encounter two main challenges: not finding the desired set and, if found, not securing it at a reasonable price. A common issue is that many sets become "retired." LEGO discontinues all its sets—even popular ones—to make way for new releases, fueling a thriving resale market where prices can be marked up to 2-3 times the original cost.
LEGO sets are inherently expensive, a trend that has been increasing over the years. For instance, the massive 7,541-piece Star Wars Millennium Falcon, launched in 2017 at $800, exceeded the typical '10 cents per piece' rate. By 2025, its price has risen to $850.
To navigate these challenges, savvy consumers should know the best places and times to shop for LEGO sets. Here's a guide for 2025:
Where to Buy LEGO Sets Online
LEGO Store
4See it at LEGO!
The official LEGO Store offers the broadest selection of sets, easily sortable by theme, price, release date, and customer rating. LEGO's customer service is responsive, and the LEGO Insiders program, free to join, provides numerous benefits. Members can purchase sets before public release, receive free sets as spending incentives, and access exclusive sets not available from third-party retailers.
The LEGO Store's point system is a significant advantage. For every dollar spent, you earn 6.5 points, with 130 points equating to $1, effectively offering a 5% return on your investment, redeemable towards future purchases. Additionally, there are times throughout the year when you can earn double points, enhancing the program's value.
Amazon
2See it at Amazon!
Amazon, alongside Target and Walmart's online stores, provides competitive options for LEGO sets. While they lack the point system and exclusivity of the LEGO Store, they often offer discounts on most sets. The LEGO Store typically maintains full retail prices, except during clearance sales to move retiring inventory.
Target
1See it at Target!
Target accepts LEGO Insider points, but at a less favorable exchange rate. Shoppers must compare the value of a potential discount at Target versus the benefits of the LEGO Store's loyalty program.
Walmart
0See it at Walmart!
When seeking retired sets, consider unofficial marketplaces like Craigslist, eBay, and Facebook. Be prepared for higher prices and engage directly with sellers to negotiate the best deals.
Where to Buy LEGO Sets in Stores
For those preferring in-store shopping, brick-and-mortar locations offer a tangible experience. While the selection might not match online variety, the personal touch and ability to inspect sets before buying are valuable. The in-person LEGO Store mirrors the online store's benefits, including the LEGO Insiders program and interactive features like building and minifigure stations.
Target and Walmart have dedicated LEGO sections in their stores, which should be compared to the LEGO Store's offerings. Gamestop occasionally stocks gaming-themed sets, and Barnes & Noble offers lifestyle sets, smaller impulse purchases, and Harry Potter sets, aligning with its literary focus. Although discounts are rare at smaller outlets, checking for deals is worthwhile.
For recently retired sets, physical stores can be a goldmine. Even after official retirement, some third-party retailers may still have stock, offering a chance to snag a discontinued set at a lower price.
When Do LEGO Sets Go on Sale?
LEGO sets generally do not go on sale often due to high demand. However, there are specific times to watch for discounts. LEGO celebrates May 4 (Star Wars Day) and March 10 (Mario Day) with promotions, often doubling Insider points for related purchases.
Keep an eye on clearance sales at box-stores, especially at the beginning of the year when LEGO retires old sets and introduces new ones, prompting inventory turnover. 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.
