Over the past decade, the popularity and demand for LEGO have 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 dioramas or high-end collectibles. Additionally, 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, potential buyers may encounter two main challenges: finding the desired set and securing it at a reasonable price. A common issue is that many sets become "retired." LEGO retires all its sets, even popular ones, to make way for new releases. This practice has fueled a thriving resale market, where merchants often sell sets at 2-3 times their original price.
Moreover, LEGO sets are inherently expensive and have become increasingly so over the years. For instance, the massive 7,541-piece Star Wars Millennium Falcon, launched in 2017 at $800, now costs $850, significantly exceeding the typical '10 cents per piece' rate of most LEGO sets.
To navigate these challenges, it's crucial to be a smart and meticulous consumer. Here are the best places to shop for LEGO sets in 2025, along with optimal times to find deals.
Where to Buy LEGO Sets Online
LEGO Store
4See it at LEGO!
The official LEGO Store offers the widest selection, easily sortable by theme, price, release date, and customer rating. It boasts responsive customer service and the LEGO Insiders program, which is free to join and offers numerous benefits. Members can purchase sets before they are available to the general public, receive free sets as spending incentives, and access sets exclusive to the LEGO Store.
The most appealing feature of the LEGO Store is its point system, where every dollar spent earns 6.5 points, and 130 points equate to $1, effectively giving you a 5% return on your investment. Additionally, there are times during the year when you can earn double points, enhancing the program's value.
Other top online options include Amazon, Target, and Walmart. While these do not offer the point system or exclusivity of the LEGO Store, they often provide modest discounts on most sets. The LEGO Store typically maintains full retail prices, except during specific promotions aimed at clearing out inventory near the end of a set's lifecycle.
Where to Buy Retired Sets Online
For retired sets, unofficial online marketplaces like Craigslist, eBay, and Facebook are your only options. Be prepared for higher prices and always contact the seller directly to negotiate and compare prices to secure the best deal.
Where to Buy LEGO Sets in Stores
Brick-and-mortar stores offer another shopping avenue. While the variety may not match online selections, many prefer the personalized attention and the ability to physically inspect sets before buying.
The in-person LEGO Store mirrors the benefits of its online counterpart, including the LEGO Insiders program and its point system. These stores also provide interactive experiences, such as LEGO building stations and minifigure customization areas.
Target and Walmart have dedicated LEGO sections, and their offerings should be compared to the LEGO Store's inventory on a case-by-case basis. GameStop occasionally stocks gaming-themed LEGO sets, while Barnes & Noble offers lifestyle sets, smaller impulse buys, and Harry Potter sets, aligning with the franchise's status as one of the best-selling book series in history. Although discounts are rare at smaller outlets, it's always worth checking.
One last note: For recently retired sets, physical stores are your best bet. Even after LEGO officially retires a set, some third-party retailers may still have stock. While finding these sets is unlikely, it's not impossible.
When Do LEGO Sets Go on Sale?
LEGO sets rarely go on sale due to high demand, with LEGO preferring to retire sets rather than discount them. However, there are specific times of the year when sales occur.
LEGO celebrates May 4 (Star Wars Day) by offering double Insider points on Star Wars sets and March 10 (Mario Day) with similar deals in partnership with Nintendo. Keep an eye on notable anniversaries, especially those related to third-party franchises.
Clearance deals at box-stores are more common at the beginning of the year when LEGO retires old sets and launches new ones, prompting retailers to refresh their inventory.
The holiday season, particularly Black Friday and Cyber Monday, offers deep discounts. Amazon Prime Days in July and October are also excellent opportunities for LEGO deals. Stay alert for any upcoming sales events to snag potential LEGO bargains.
