Less than a decade ago, adult LEGO enthusiasts, known as AFOLs (Adult Fans of LEGO), were considered a niche group. LEGO primarily catered to them with occasional Creator Expert sets, such as modular buildings, which were more the exception than the rule. However, over the past ten years, LEGO has undergone a remarkable rebranding, transforming "automatic binding bricks" from a children's toy into a mainstream hobby embraced by teens and adults alike. While LEGO continues to produce original modular buildings, they have expanded their offerings to include detailed replicas of movie props, working amusement park rides, and luxury car facsimiles. These sets are designed not for play but for display, meant to be appreciated from a distance.
This expansion into diverse product lines has introduced more intricate sets, which come with a higher price tag due to increased piece counts and licensing fees associated with themes like Disney, Marvel, Star Wars, Nintendo, and Minecraft. While these higher retail prices may make some sets less affordable, they do not deter LEGO enthusiasts entirely. Instead, buyers tend to make more selective purchases, spending their money more judiciously.
LEGO maintains premium pricing and retires sets rather than allowing them to depreciate on shelves. To get the best value, savvy shoppers should be aware of specific times during the year when LEGO sets can be purchased at a better price, thus maximizing both their dollar and their enjoyment.
Double Insider Points
In August 2023, the LEGO VIP program was rebranded to LEGO Insiders. Joining this free loyalty rewards program on LEGO's official site offers numerous benefits, including access to exclusive sets and early purchasing opportunities. The primary attraction for members is the Insider points earned from purchases made on LEGO's website or at brick-and-mortar LEGO stores.
In the United States, every dollar spent earns 6.5 points, which can be redeemed at a rate of $1 for every 130 points. For example, spending $300 on a LEGO set earns you $15 towards future purchases, equating to a 5% return. However, during promotional periods, you can earn double Insider points on select sets, doubling your rewards. Spending $300 during these promotions would earn you $30. These promotions are often announced in advance, so keep an eye on LEGO's social media channels to stay updated.
Sales Seasons
Black Friday and Cyber Monday
LEGO participates in the year's biggest shopping event, starting on the Friday before and extending through Cyber Monday. During this period, premium sets like the Batcave Shadow Box and the Pac-Man arcade can earn 3x the number of points, while sets such as the Hogwarts Chamber of Secrets and BMW M 1000 RR can earn 4x the points. Although details for Black Friday 2025 are not yet available, you can find current LEGO deals or visit LEGO’s Black Friday page for updates.
Amazon Prime Day
Amazon Prime Day, typically held in mid-July, is another significant sales event where LEGO sets are often discounted. Prime members can take advantage of these deals. Last year's Prime Day featured notable discounts on larger franchise sets like Marvel LEGO and Star Wars LEGO. Additionally, Amazon hosts an October Prime Day, which also offers good deals on LEGO sets.
Holiday Weekends
Three-day weekends around federal holidays, such as Presidents' Day, Labor Day, and Memorial Day, often bring 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 retailers like Amazon, Target, Walmart, Barnes and Noble, and Best Buy. These outlets frequently offer their own deals, especially during Black Friday and Cyber Monday. Note that, except for Target, purchases at these stores do not earn redeemable Insider points (though they may have their own rewards systems). Target's LEGO purchases earn points at a lower rate (1:1) compared to the official LEGO store (1:6.5).
Gifts With Purchase
LEGO also offers 'Gifts With Purchase' (GWPs), where you receive a complimentary set after spending a certain amount. For example, spending $170 gets you a Winter Market Stall, while $250 earns you Majisto’s Magical Workshop during Insiders Weekend. Additionally, spending $40 in-person at a LEGO store during this time nets 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!
Although Star Wars Day (May 4) has passed this year, it's a prime time for LEGO deals. LEGO often unveils its Collector Series replicas on this day, and last year, certain purchases earned 5x the number of Insider points.
The key to maximizing your LEGO purchases is to stay vigilant and plan ahead. While there are many expensive sets, there are also numerous opportunities for deals throughout the year. By timing your purchases correctly, you can enjoy your hobby without the financial strain often associated with adult hobbies.
### LEGO Star Wars Imperial Star Destroyer
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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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### LEGO Star Wars Clone Trooper & Battle Droid Battle Pack
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