There was a time, less than ten years ago, that adult LEGO builders comprised a niche interest group. LEGO catered to these AFOLs (Adult Fans of LEGO) with occasional Creator Expert sets like modular buildings; by and large, these sets were the exception and not the rule.
But over the past decade, LEGO has done an unprecedented job of rebranding itself. Today, "automatic binding bricks" are no longer just a toy for kids—they are a mainstream hobby and pastime for teens and adults too. LEGO still makes original modular buildings, of course, but the company also makes scaled replicas of movie props, working amusement park rides, luxury car facsimiles, and more. The point of these sets was not to "play" with them—it was to build something fit for display—appropriate to stand at and appreciate from a distance.
Although expansion across LEGO products is great to see, the additional detail does come at a higher price borne from a higher piece count, not to mention licensing fees for the sets using third party themes—such as Disney, Marvel, Star Wars, Nintendo, and Minecraft. Although retail prices can make some sets really pricey to the average shopper, it doesn’t mean LEGO shoppers will stop buying LEGO altogether. That said, there's a good chance you'll just be buying less of it and spending your money more judiciously.
LEGO tends to keep its prices at a premium; the company retires its sets rather than letting them depreciate in shelf value. However, there are specific days and weeks during the year that you should keep in mind when buying LEGO to maximize your dollar, and thus, maximize your fun.
Double Insider Points
Back in August 2023, the LEGO VIP program rebranded as LEGO Insiders. It's free to join on LEGO's official site, and it's essentially a loyalty rewards program. You can sign up here. There's other quality-of-life incentives when you join—you get to buy LEGO.com exclusive sets before anybody else, for example. But the main draw for most members is the Insider points you earn for buying sets on LEGO's official website or from a brick-and-mortar LEGO store. Right now, the LEGO Store is offering double the points.
In the United States, every dollar you spend earns you 6.5 points. You then direct those points towards future purchases; it converts to $1 for every 130 points you redeem.
So let's say, for argument's sake, you spend $300 on an expensive LEGO set. You earn $15 towards a future purchase—5% of what you originally spent. But the real savings come during promotional days and weeks where you can earn double the Insider points on select sets. So now, the same $300 will earn you $30.
These promotions are sometimes announced days in advance of the actual sale, so keep an eye on LEGO's social media to be in the know here.
Sales Seasons
Black Friday and Cyber Monday
LEGO always takes part in the biggest shopping event of the year: Black Friday. The LEGO Store has confirmed they will offer Black Friday deals on November 28 through December 1. We don't have much more information about what those deals will specifically be, however. In previous years, LEGO has offered massive Insider Point bonuses. Until then, you can check our roundup of the best LEGO deals or check back on LEGO’s Black Friday page.
Amazon Prime Day
Of course Amazon Prime Day is one of the biggest sales days of the year in just about every category, and LEGO sets are no exception. Depending on when you are looking to buy a LEGO set, keep an eye out for deals during Prime Day in July, which usually runs for two days in mid July every year. As long as you're a Prime member, you can take advantage of LEGO discounts on Amazon Prime Day. This year even the LEGO Store participated in Prime Day savings. The best sets we saw across the board were mostly builds for adults.
Although not as big as Prime Day, Amazon does have a second major sale evey year before Black Friday. The Prime Big Deal Days sale usually takes place sometime in mid-October. This year, the event took place from October 7 to 8, and a particularly big hit here at IGN was a discount on the LEGO Super Mario Piranha Plant.
Holiday Weekends
In addition to the bigger shopping events like Black Friday, three-day weekends are a surprisingly good time to find discounts on LEGO at third-party vendors and sometimes the LEGO store itself. These sales are usually centered around federal holidays, so during Presidents' Day sales, Labor Day, or Memorial Day weekend are all decent times to find discounts on various sets.
Third-Party Outlets
Outside of the official LEGO stores, you can also buy LEGO at third-party outlets. Amazon, Target, Walmart, Barnes and Noble, and Best Buy all stock a wide variety of sets for purchase. So you should definitely check out those outlets in the coming weeks, especially for the retailers’ own Black Friday and Cyber Monday deals.
Gifts With Purchase
There are also 'Gifts With Purchase' (GWPs), where you get a complimentary set for spending a certain amount of money. The exact amount you have to spend to get the set varies, but a most recent example is the SEGA Genesis controller set that required at least $150 in eligible purchases.
There are new GWPs every month and sometimes every fortnight. If you're not in a hurry for a new set, always look at the current GWP to decide whether to buy now or simply wait.
May The 4th Be With You!
The day has already passed us by this year, but Star Wars Day (May 4) is a guaranteed opportunity for excellent LEGO deals. It's often when LEGO debuts its Collector Series replicas for the year, and this past year, purchasing select sets earned 5x the number of Insider points.
The main takeaway from all of this is to be vigilant. There's lots of expensive sets, but the LEGO deals exist—you just have to be there on the right days to capitalize on them. If you plan ahead, you'll be able to indulge in your brand new (or current) hobby, without the guilt and financial stress that comes with an adult hobby price tag.
Kevin Wong is a contributing freelancer for IGN, specializing in LEGO. His byline has appeared in numerous publications, including Complex, Engadget, Vice, Playboy, Gamespot, Popverse, and Kotaku.
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