Over the past decade, the popularity and demand for LEGO has skyrocketed, transforming what was once a children's building toy into a beloved hobby for teens and adults alike. LEGO sets have evolved significantly, offering enhanced detail, functionality, and a broader range of themes. Some sets are designed for active play, while others serve as stunning display pieces, such as intricate dioramas or high-end collectibles. Additionally, a growing segment of LEGO sets now functions as lifestyle accessories—think wall decorations, plants, and flowers—that seamlessly blend into your living space.
With hundreds of LEGO sets available across various piece counts, themes, and price points, enthusiasts might encounter two main challenges: finding the desired set and securing it at a reasonable price. A common issue is that many sought-after sets become "retired." LEGO retires all sets, even popular ones, to make way for new releases, fueling a resale market where sets can be marked up to 2-3 times their original price. Moreover, LEGO sets are inherently expensive and have been getting pricier. A prime example is the massive 7,541-piece Star Wars Millennium Falcon, which launched in 2017 at $800—a price well above the usual '10 cents per piece' standard. Today, this set costs $850.
To navigate these challenges, it's crucial to be a savvy and diligent consumer. Here's a guide to the best places to shop for LEGO sets in 2025, along with optimal times to hunt for deals.
LEGO Insiders Program
4See it at LEGO!
The Best Discounts
2See it at Amazon!
Accepts LEGO Insider Points
1See it at Target!
Exclusive Deals
0See it at Walmart!
The official LEGO Store is the most obvious and recommended place to shop for LEGO online, offering the widest selection and easy sorting by theme, price, release date, and customer rating. The store boasts responsive customer service and the LEGO Insiders program, which is free to join and offers numerous benefits. Members can purchase sets before they're available to the public, receive free sets as spending incentives, and access sets exclusive to the LEGO Store.
The LEGO Store's point system is particularly appealing. For every dollar spent, you earn 6.5 points, and 130 points equate to $1, effectively giving you a 5% return on your purchases, which you can redeem for future buys. Additionally, there are times during the year when you can earn double points, enhancing the program's value.
Other strong online options include Amazon, Target, and Walmart. While they lack the point system and exclusivity of the LEGO Store, they often provide discounts on their LEGO sets. Conversely, the LEGO Store typically sells at full retail price, except during special promotions aimed at clearing inventory near the end of a set's life cycle.
Choosing where to buy involves weighing the options: a 10% discount at Target.com (which does accept LEGO Insider points, though at a less favorable rate) versus full price at the LEGO Store, which offers future discounts and free exclusive sets.
For those seeking retired sets, unofficial online marketplaces like Craigslist, eBay, and Facebook are your go-to sources. Be prepared for steep prices and always contact sellers directly to negotiate and compare prices for the best deal.
Physical stores offer another avenue for purchasing LEGO sets. While the variety might not match online options, many prefer the hands-on experience and personalized service. The in-store LEGO Store mirrors the benefits of its online counterpart, including the LEGO Insiders program and its point system. These stores often feature interactive elements like LEGO building stations and minifigure customization areas.
Target and Walmart have dedicated LEGO sections in their stores, and each purchase should be assessed against what's available at the LEGO Store. Gamestop occasionally offers gaming-themed LEGO sets, while Barnes and Noble stocks lifestyle sets, smaller impulse buys, and popular Harry Potter sets.
For recently retired sets, brick-and-mortar stores are your best bet. Even after LEGO officially retires a set, third-party retailers may still have stock, so it's worth checking.
LEGO sets typically don't go on sale often due to high demand, with LEGO preferring to retire sets rather than discount them. However, there are specific times of the year to watch for sales. LEGO celebrates May 4th (Star Wars Day) with double Insider points on Star Wars sets and March 10th (Mario Day) with similar deals in partnership with Nintendo.
Keep an eye out for clearance deals at box stores, particularly at the beginning of the year when LEGO retires old sets and launches new ones, prompting inventory refresh at third-party retailers. The holiday season, especially Black Friday and Cyber Monday, offers deep discounts, as do Amazon Prime Days in July and October. Stay alert for any upcoming sales events that might feature LEGO deals.
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