Less than a decade ago, the world of adult LEGO enthusiasts, known as AFOLs (Adult Fans of LEGO), was a niche community. LEGO catered to these fans with specialized sets like the occasional Creator Expert modular buildings, though these were more the exception than the rule.

However, over the past decade, LEGO has transformed its brand dramatically. Now, these "automatic binding bricks" are not just children's toys but a mainstream hobby enjoyed by teenagers and adults alike. While LEGO continues to produce its classic modular buildings, the company has expanded its range to include detailed replicas of movie props, functioning amusement park rides, and luxurious car models. These sets are designed for display rather than play, intended to be admired from afar.

This expansion into diverse product lines has brought increased detail and complexity, which translates to higher prices due to a greater number of pieces and licensing fees for sets themed around third-party franchises such as Disney, Marvel, Star Wars, Nintendo, and Minecraft. Although these higher retail prices may deter some buyers, it doesn't mean LEGO enthusiasts will stop purchasing sets altogether. Instead, they are likely to be more selective and spend their money more carefully.

LEGO maintains premium pricing and chooses to retire sets rather than let them depreciate on shelves. To get the most value out of your LEGO purchases, it's crucial to know the best times to buy. Here are some key dates and events to keep in mind:

Double Insider Points

In August 2023, the LEGO VIP program was rebranded to LEGO Insiders. Joining this free loyalty program on the LEGO official site offers numerous benefits, including early access to exclusive sets. The primary advantage for members is earning Insider points on purchases made through the LEGO website or at a physical LEGO store.

In the U.S., you earn 6.5 points for every dollar spent, which can be redeemed at a rate of 130 points for $1. For instance, spending $300 on a set earns you 1,950 points, equivalent to $15 off a future purchase, effectively giving you a 5% return on your investment. The real savings, however, come during promotional periods where you can earn double Insider points on selected sets, turning a $300 purchase into $30 in future savings. Keep an eye on LEGO's social media for announcements about these promotions.

Sales Seasons

Black Friday and Cyber Monday

LEGO participates in the year's biggest shopping event, spanning from the Friday before through Cyber Monday. During this period, premium sets like the Batcave Shadow Box and the Pac-Man arcade can earn you triple the number of points, while sets like the Hogwarts Chamber of Secrets and the BMW M 1000 RR can earn quadruple points. While specifics for Black Friday 2025 have not been released yet, you can check out the best LEGO deals or visit LEGO's Black Friday page for updates.

Amazon Prime Day

Amazon Prime Day is another significant sales event, typically held in mid-July and running for two days. As a Prime member, you can take advantage of discounts on LEGO sets, with last year's highlights including popular Marvel and Star Wars sets. Additionally, Amazon hosts another Prime Day sale in October, often featuring good LEGO deals.

Holiday Weekends

Beyond the major shopping events, holiday weekends like Presidents' Day, Labor Day, and Memorial Day are excellent times to find LEGO discounts at third-party vendors and sometimes even at the LEGO store itself.

Third-Party Outlets

In addition to LEGO's official stores, you can find LEGO sets at various third-party outlets such as Amazon, Target, Walmart, Barnes & Noble, and Best Buy. These retailers often have their own sales events, especially around Black Friday and Cyber Monday. Note that, except for Target, these stores do not offer redeemable Insider points for LEGO purchases, though they may have their own rewards programs. Target's Insider points are redeemable but at a lower rate (1:1) compared to the LEGO Store's (1:6.5).

Gifts With Purchase

LEGO also offers 'Gifts With Purchase' (GWPs), where you receive a complimentary set when spending a certain amount. For example, spending $170 during Insiders Weekend gets you a Winter Market Stall, while $250 earns you Majisto’s Magical Workshop. In-store, spending $40 during Insiders Weekend nets you a Holiday Winter Train. New GWPs are introduced monthly, and sometimes even biweekly, so if you're not in a rush, check the current GWP before making a purchase.

May The 4th Be With You!

Star Wars Day on May 4th is another prime time for LEGO deals. It's when LEGO often unveils new Collector Series replicas, and last year, purchasing select sets earned five times the number of Insider points.

The key to maximizing your LEGO experience without breaking the bank is to stay vigilant and plan your purchases around these sales events and promotions. With careful timing, you can enjoy your hobby without the financial stress often associated with adult hobbies.

See it at Amazon

See it at Amazon

See it at Amazon

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See it at Amazon

See it at Amazon

See it at Amazon

See it at Amazon

See it at Amazon