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, becoming more detailed, versatile, and varied.
Some sets are designed for interactive play, while others serve as display pieces, such as dioramas or high-end collectibles. Additionally, a growing number of sets are becoming lifestyle accessories, including wall decorations, plants, and flowers, seamlessly integrating into living spaces.
With hundreds of LEGO sets available across various piece counts, themes, and price points, buyers often face two main challenges: finding the desired set and securing it at a reasonable price. The primary reason for these issues is that 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 inflate prices by 2-3 times the original cost.
Moreover, LEGO sets are inherently expensive and have been increasing in price over the years. For instance, the 7541-piece Star Wars Millennium Falcon set, launched in 2017 for $800, now costs $850, far exceeding the typical '10 cents per piece' rate of most LEGO sets.
To navigate these challenges effectively, it's crucial to be a savvy and diligent consumer. Here are the best places to shop for LEGO sets in 2025, along with optimal times to snag deals.
Where to Buy LEGO Sets Online
LEGO Store
4See it at LEGO!
The official LEGO Store offers the widest selection of sets, easily sortable by theme, price, release date, and customer rating. Their responsive customer service and the LEGO Insiders program, which is free to join, provide numerous benefits. Members can purchase sets before public release, receive free sets as spending incentives, and access exclusive sets not available at third-party retailers.
One of the most attractive features of the LEGO Store is its point system. For every dollar spent, you earn 6.5 points, with 130 points equating to $1, effectively offering a 5% return on your purchases. Additionally, certain times of the year offer double points, enhancing the program's value.
Amazon
2See it at Amazon!
Amazon and other major online retailers like Target and Walmart offer competitive alternatives. While they may not provide the exclusivity or point system of the LEGO Store, they often have modest discounts on many sets. The LEGO Store typically maintains full retail prices, except during specific promotions aimed at clearing out inventory.
Target
1See it at Target!
Target accepts LEGO Insider points, though the exchange rate may not be as beneficial. It's essential to compare the potential savings from discounts with the long-term benefits of the LEGO Store's loyalty program.
Walmart
0See it at Walmart!
For retired sets, unofficial marketplaces like Craigslist, eBay, and Facebook are your go-to options. Be prepared for higher prices and always communicate directly with sellers to negotiate the best possible deal.
Where to Buy LEGO Sets in Stores
Brick-and-mortar stores offer a tangible shopping experience. While the variety may not match online options, many shoppers appreciate personalized service and the ability to inspect sets before buying.
The in-person LEGO Store experience mirrors the online version, with the added benefit of interactive elements like LEGO building and minifigure stations, where you can create custom figures.
Target and Walmart have dedicated LEGO sections, and their offerings should be compared against the LEGO Store's inventory. Gamestop and Barnes & Noble also carry LEGO sets, with the latter focusing on lifestyle sets, smaller impulse buys, and Harry Potter-themed sets, aligning with the franchise's immense popularity.
One last note: For recently retired sets, physical stores may still have stock. While third-party retailers may not immediately comply with LEGO's retirement schedule, finding these sets is a matter of luck.
When Do LEGO Sets Go on Sale?
LEGO sets rarely go on sale due to high demand, with the company preferring to retire sets rather than discount them. However, there are specific times when sales occur.
LEGO celebrates May 4 (Star Wars Day) with double Insider points for Star Wars sets and March 10 (Mario Day) with similar promotions in partnership with Nintendo. Keep an eye on anniversaries related to third-party franchises for potential deals.
Box stores often offer clearance deals, particularly at the beginning of the year when LEGO retires old sets and launches new ones, prompting inventory refreshes.
The holiday season, especially Black Friday and Cyber Monday, and Amazon Prime Days in July and October, are prime times for deep discounts on LEGO sets.
By understanding where and when to buy, LEGO enthusiasts can maximize their enjoyment while managing costs effectively.
