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, was already priced well above the typical '10 cents per piece' rate. Today, the same set costs $850.
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 is the first and most obvious choice for purchasing LEGO sets online. It boasts the widest selection, easily sortable by theme, price, release date, and customer rating. LEGO's customer service is responsive, and the LEGO Insiders program offers numerous benefits. Membership is free, allowing you to buy 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. Every dollar spent earns 6.5 points, with 130 points equating to $1, effectively giving you a 5% return on your investment. Additionally, there are times during the year when you can earn double points, maximizing the program's value.
Other top online options include Amazon, Target, and Walmart. While these retailers do not offer the point system or exclusivity of the LEGO Store, they often provide modest discounts on most sets. The LEGO Store typically charges full retail price, except during select sales aimed at clearing out inventory near the end of a set's lifecycle.
When deciding where to buy, consider whether you prefer a 10% discount at Target.com (which accepts LEGO Insider points but at a less favorable exchange rate) or paying full price at the LEGO Store for future discounts and exclusive small sets.
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 avenue for purchasing LEGO sets. While the selection may not be as diverse as online, 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. Additionally, LEGO Stores often feature interactive elements like building stations and minifigure customization areas.
Target and Walmart have dedicated LEGO sections in their stores, which should be compared to the LEGO Store's inventory on a case-by-case basis. GameStop occasionally offers gaming-themed LEGO sets, while Barnes & Noble sells 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 at smaller outlets are rare, it's always worth checking.
One last note: 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. 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 for 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.
