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 grown in detail, utility, and variety.
Some sets are designed for interactive play, while others are crafted for display as dioramas or high-value 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 across various piece counts, themes, and price points, buyers often face two main challenges: locating the desired set and finding it at a reasonable price. The primary reason for these issues is that LEGO "retires" all its sets, even popular ones, to introduce new products. This practice has fueled a resell market where merchants often inflate prices by 2-3 times the original cost.
Moreover, LEGO sets are inherently expensive and have become increasingly so over the years. For instance, the massive, 7541-piece Star Wars Millennium Falcon, which debuted in 2017 at $800, now costs $850, significantly exceeding the typical '10 cents per piece' rate of most sets.
To navigate these challenges, 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 seek out 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 and allows you to buy sets before they are released to the 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. For every dollar spent, you earn 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, enhancing 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 maintains full retail prices, except during specific sales events aimed at clearing out inventory near the end of a set's lifecycle.
Where to Buy Retired Sets Online
For those seeking retired sets, unofficial online marketplaces like Craigslist, eBay, and Facebook are the go-to options. Be prepared for higher prices and take the time to contact sellers directly, negotiate, and compare prices to secure the best deal.
Where to Buy LEGO Sets in Stores
Physical stores offer another avenue for purchasing LEGO sets. While the variety may not match what's available online, many prefer the personalized attention and the ability to 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. These stores also offer interactive experiences, such as LEGO building stations and minifigure customization areas.
Target and Walmart have dedicated LEGO sections in their stores, and their offerings should be compared to the LEGO Store's inventory on a case-by-case basis. GameStop occasionally stocks gaming-themed LEGO sets, while Barnes & Noble offers 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: If you're after a recently retired set, brick-and-mortar stores are your best bet. Even after LEGO officially retires a set, some third-party retailers may still have stock. While it's unlikely, it's not impossible to find a retired set in-store.
When Do LEGO Sets Go on Sale?
LEGO sets rarely go on sale outside of regular discounts at big-box stores. LEGO prefers to retire sets rather than discount them due to high demand. However, there are specific times of the year when sales are more likely.
LEGO celebrates May 4 (Star Wars Day) by offering double Insider points on 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 big-box stores are more common at the beginning of the year when LEGO retires old sets and introduces new ones, prompting retailers to refresh their inventory.
The holiday season, particularly Black Friday and Cyber Monday, is ideal for deep discounts. Amazon Prime Days in July and October also present solid opportunities for LEGO deals. Stay vigilant for any upcoming sales events that might feature LEGO promotions.
