Over the past decade, the popularity and demand for LEGO has soared. What was once primarily a building toy for children has now captured the hearts of teens and adults alike. The sets themselves have evolved, offering greater detail, functionality, and variety.
Some LEGO sets are designed for interactive play, while others serve as intricate dioramas or valuable collectibles meant for display. Additionally, a growing segment of sets now function as lifestyle accessories—think wall decorations, plants, and flowers—that seamlessly blend into home decor.
With hundreds of LEGO sets on the market, spanning diverse themes, piece counts, and price points, potential buyers often face two main challenges: locating the desired set and securing it at a reasonable cost. A common issue is that many sought-after sets become "retired." LEGO regularly phases out even its most popular sets to introduce new ones, fueling a secondary market where resellers often inflate prices by 2 to 3 times the original cost.
LEGO sets are generally expensive, and prices have been on an upward trend over recent years. Consider the 7541-piece Star Wars Millennium Falcon set, launched in 2017 at $800, which was already above the typical '10 cents per piece' benchmark. Today, the same set retails for $850.
To navigate these challenges, it's crucial to be a savvy and diligent consumer. Below 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 Insiders Program### LEGO Store
4See it at LEGO
The Best Discounts### Amazon
2See it at Amazon
Accepts LEGO Insider Points### Target
1See it at Target
Exclusive Deals### Walmart
0See it at WalmartThe most straightforward place to purchase LEGO sets online is the official LEGO Store. It boasts the broadest selection, which you can easily filter by theme, price, release date, and customer ratings. The LEGO Store offers excellent customer service and runs the LEGO Insiders program, which is free to join and comes with several benefits.
Members can buy sets before they're released to the public, earn free sets through spending incentives, and access exclusive sets not available at third-party retailers. The most enticing feature is the point system: every dollar spent earns 6.5 points, and 130 points equal $1, effectively giving you a 5% return on your purchases to use towards future buys. There are also periods during the year when you can earn double points, enhancing the program's value.
For other online options, consider Amazon, Target, and Walmart. These retailers offer competitive discounts on many sets, though they lack the point system and exclusive sets of the LEGO Store. The LEGO Store typically sells at full retail, with exceptions during clearance sales at the end of a set's lifecycle.
When deciding where to buy, consider whether you'd prefer a 10% discount at Target (which accepts LEGO Insider points, albeit at a less favorable rate) or paying full price at the LEGO Store for future discounts and exclusive sets.
Where to Buy Retired Sets Online
For retired sets, turn to unofficial online marketplaces like Craigslist, eBay, and Facebook. Be prepared for higher prices and take the time to contact sellers directly, negotiate, and compare prices across platforms to secure the best deal.
Where to Buy LEGO Sets in Stores
Physical stores provide another shopping avenue. While they may not offer the extensive variety found online, they cater to those who value personal assistance and the tactile experience of handling sets before purchase.
Visiting a brick-and-mortar LEGO Store mirrors the online experience, with the added benefits of the LEGO Insiders program and interactive features like building and minifigure stations, where you can customize your own LEGO figure.
Target and Walmart have dedicated LEGO sections in their stores, which should be compared to the LEGO Store's offerings on a case-by-case basis. Gamestop occasionally carries gaming-themed LEGO sets, while Barnes and Noble stocks lifestyle sets, smaller impulse buys, and popular Harry Potter sets, aligning with the franchise's immense popularity.
For recently retired sets, physical stores are your best bet. Although LEGO may officially retire a set, third-party retailers might still have stock. It's a long shot, but it's worth checking.
When Do LEGO Sets Go on Sale?
LEGO sets rarely go on sale beyond the usual discounts at big-box stores. LEGO prefers to retire sets rather than slash prices due to high demand. However, there are specific times when sales are more likely.
LEGO celebrates Star Wars Day on May 4 by offering double Insider points on Star Wars sets. Similarly, Mario Day on March 10 features deals in collaboration with Nintendo. Keep an eye on significant anniversaries, especially those tied to third-party franchises.
Clearance deals at big-box stores are more frequent at the beginning of the year when LEGO retires old sets and introduces new ones, prompting retailers to update their stock. The holiday season, particularly Black Friday and Cyber Monday, as well as Amazon Prime Days in July and October, are prime times for deep discounts on LEGO sets.
