About a decade ago, adult LEGO enthusiasts, known as AFOLs (Adult Fans of LEGO), were a small, dedicated group. LEGO occasionally released Creator Expert sets, like modular buildings, to cater to them, but these were exceptions rather than the norm.
In recent years, LEGO has transformed its image. No longer just a children’s toy, its "automatic binding bricks" have become a popular hobby for teens and adults. While LEGO continues to produce original modular buildings, it now also offers detailed replicas of movie props, working amusement park rides, luxury car models, and more. These sets are designed not for play but for display, crafted to be admired from a distance.
This expansion in LEGO’s offerings has increased complexity and costs, driven by higher piece counts and licensing fees for themes like Disney, Marvel, Star Wars, Nintendo, and Minecraft. While retail prices can be steep, dedicated LEGO fans continue to buy, though often more selectively to manage expenses.
LEGO maintains premium pricing and retires sets rather than letting them lose value on shelves. However, certain times of the year offer opportunities to stretch your budget and enhance your building experience.
Double Insider Points
In August 2023, the LEGO VIP program became LEGO Insiders. This free loyalty program, accessible via LEGO’s official website, offers perks like early access to exclusive sets. The primary benefit, however, is earning Insider points on purchases made through LEGO’s website or physical stores.
In the U.S., every dollar spent earns 6.5 points, which can be redeemed at 130 points per $1 off future purchases. For example, a $300 set earns $15 in savings (5% of the purchase). During special promotions, select sets earn double points, turning that $300 purchase into $30 in savings.
These promotions are often announced days in advance, so follow LEGO’s social media for updates.
Peak Sales Seasons
Black Friday and Cyber Monday
LEGO participates in the year’s biggest shopping event, from the Friday before Black Friday through Cyber Monday. Premium sets like the Batcave Shadow Box or Pac-Man arcade may earn triple points, while others, like Hogwarts Chamber of Secrets or BMW M 1000 RR, can earn quadruple points.
Details for Black Friday 2025 are not yet available. Check our curated LEGO deals or visit LEGO’s Black Friday page for updates.
Amazon Prime Day
Amazon Prime Day, typically held over two days in mid-July, offers significant LEGO discounts for Prime members. Last year’s top deals featured major franchises like Marvel and Star Wars LEGO sets. Amazon also hosts an October Prime Day with comparable LEGO savings.
Holiday Weekends
Beyond major sales, 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’s own stores.
Third-Party Retailers
LEGO sets are available at retailers like Amazon, Target, Walmart, Barnes and Noble, and Best Buy. Watch for their Black Friday and Cyber Monday deals in the coming weeks.
Note: Only Target offers redeemable Insider points for LEGO purchases, but at a lower 1:1 rate compared to the 1:6.5 rate at official LEGO stores. Other retailers may have their own rewards programs.
Gifts With Purchase
LEGO’s Gifts With Purchase (GWP) program rewards spending thresholds with free sets. For example, spend $170 for a Winter Market Stall or $250 for Majisto’s Magical Workshop during Insiders Weekend. In-store, spending $40 during this event earns a Holiday Winter Train.
New GWPs launch monthly or even biweekly. Check current offers to decide whether to buy immediately or wait for a better deal.
Star Wars Day Savings
Although May 4, 2025, has passed, Star Wars Day is a prime time for LEGO deals. It often marks the debut of Collector Series replicas, with select sets earning five times the Insider points.
The key is to stay proactive. With high-priced sets, savings opportunities abound if you shop on the right days. Plan ahead to enjoy your LEGO hobby without the financial strain of premium pricing.
LEGO Star Wars Imperial Star Destroyer
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LEGO Star Wars Millennium Falcon
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LEGO Star Wars The Mandalorian's N-1 Starfighter
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LEGO Star Wars TIE Fighter & X-Wing Mash-up
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LEGO Star Wars TIE Bomber
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LEGO Star Wars at-TE Walker
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LEGO Star Wars at-ST Raider
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LEGO Star Wars Hoth at-ST Walker
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