Over the past decade, the popularity and demand for LEGO sets have surged dramatically. Originally a building toy aimed at children, LEGO now attracts a diverse audience that includes teens and adults. The evolution of LEGO sets has been remarkable, with a focus on enhanced detail, utility, and a broad range of themes.
LEGO sets cater to different preferences: some are designed for interactive play, others for static display as intricate dioramas or high-value collectibles. Additionally, there's a growing trend of LEGO sets as lifestyle accessories, such as wall decorations, plants, and flowers, seamlessly blending into home decor.
With hundreds of LEGO sets available, spanning various piece counts, themes, and price points, potential buyers often face two main challenges: locating the desired set and finding it at a reasonable price. A primary cause of these issues is the retirement of sets. LEGO routinely retires all its sets, including popular ones, to make way for new releases. This practice has fueled a thriving resell market where sets can be sold for two to three times their original price.
Moreover, LEGO sets are inherently expensive, with prices having increased over recent years. For instance, the 7541-piece Star Wars Millennium Falcon, which debuted in 2017 at $800, now costs $850. This price point significantly exceeds the typical '10 cents per piece' benchmark for LEGO sets.
To navigate these challenges effectively, consumers need to be strategic and informed. Below are the best places to shop for LEGO sets in 2025, along with the optimal times to seek out deals.
Where to Buy LEGO Sets Online
LEGO Insiders Program
LEGO Store
4See it at LEGO
The official LEGO Store is the first and most obvious choice for purchasing LEGO sets online. It boasts the most extensive selection, easily sortable by theme, price, release date, and customer rating. LEGO's customer service is responsive, and the LEGO Insiders program offers significant advantages. Membership is free and provides numerous benefits, including early access to new set releases, free sets as purchase incentives, and exclusive sets unavailable at third-party retailers.
The LEGO Store's point system is particularly appealing. Every dollar spent earns 6.5 points, with 130 points equating to $1, effectively offering a 5% return on purchases. Additionally, there are times throughout the year when you can earn double points, enhancing the value of the program even further.
Amazon
The Best Discounts
2See it at Amazon
Target
Accepts LEGO Insider Points
1See it at Target
Walmart
Exclusive Deals
0See it at Walmart
Amazon, Target, and Walmart's online platforms are also excellent options for buying LEGO sets. While they don't offer the point system or exclusive sets of the official LEGO Store, they often provide modest discounts on many sets. The LEGO Store typically sells at full retail price, except for specific promotions aimed at clearing inventory at the end of a set's lifecycle.
When shopping online, it's essential to compare the benefits of each retailer. For instance, would you prefer a 10% discount at Target.com, which accepts LEGO Insider points at a less favorable exchange rate, or pay full price at the LEGO Store for future discounts and exclusive sets?
Where to Buy Retired Sets Online
For those seeking retired LEGO sets, unofficial online marketplaces like Craigslist, eBay, and Facebook are the only options. Be prepared for high prices and engage directly with sellers to negotiate the best possible deal.
Where to Buy LEGO Sets in Stores
Physical stores offer another avenue for purchasing LEGO sets. Although the variety might not match online options, many prefer the hands-on experience and personalized service in-store.
The in-person LEGO Store retains the same benefits as its online counterpart, including the LEGO Insiders program. These stores also provide interactive experiences like building stations and minifigure customization areas.
Target and Walmart have dedicated LEGO sections in their stores, which should be compared against the LEGO Store's inventory on a case-by-case basis. Gamestop occasionally offers gaming-themed LEGO sets, while Barnes and Noble sells lifestyle sets, smaller impulse buys, and Harry Potter sets, aligning with its book-centric focus.
One last note: For recently retired sets, physical stores can be a surprising source. Not all third-party retailers immediately comply with LEGO's retirement schedule, so it's possible to find sets that are technically retired still on shelves.
When Do LEGO Sets Go on Sale?
LEGO sets seldom go on sale due to high demand, with LEGO preferring to retire sets rather than discount them. However, there are specific times when discounts are more likely.
LEGO celebrates May 4 (Star Wars Day) by offering double Insider points on Star Wars sets, and March 10 (Mario Day) features similar promotions with Nintendo. Keep an eye on notable anniversaries, especially those tied to third-party franchises.
Clearance deals at box stores are more common at the beginning of the year when LEGO retires old sets and introduces new ones, prompting retailers to refresh their inventory.
The holiday season, including Black Friday and Cyber Monday, is ideal for deep discounts. Amazon Prime Days in July and October also present solid opportunities for LEGO deals. Stay informed about upcoming sales events for potential savings on LEGO sets.
