Over the past decade, the popularity and demand for LEGO has soared to new heights. What was once primarily a building toy for children has now captured the hearts of teenagers and adults alike. The LEGO sets themselves have evolved, becoming more detailed, versatile, and varied to cater to this expanded audience.
Some sets are designed for interactive play, while others are crafted for display purposes, such as dioramas or high-end collectibles. Moreover, a growing segment of LEGO sets has emerged as lifestyle accessories—wall decorations, plants, and flowers—that seamlessly integrate into home environments.
With hundreds of LEGO sets available for purchase, spanning various piece counts, themes, and price points, potential 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, including popular ones, to introduce new collections. This practice has fueled a thriving resell market, where merchants frequently inflate prices by two to three times the original cost.
Additionally, LEGO sets are inherently expensive and have been steadily increasing in price over the years. For instance, the massive, 7541-piece Star Wars Millennium Falcon, launched in 2017 at $800, well above the typical '10 cents per piece' rate, now retails for $850.
To navigate these challenges, becoming a smart and meticulous consumer is crucial. Below 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 most obvious and comprehensive place to shop online for LEGO sets. It boasts the widest selection, easily sortable by theme, price, release date, and customer ratings. LEGO's customer service is responsive, and the LEGO Insiders program offers numerous benefits. Free to join, this program allows you to purchase sets before their general release, receive free sets as spending incentives, and access sets exclusive to the LEGO Store.
A standout feature of the LEGO Store is its point system, where you earn 6.5 points for every dollar spent. These points convert to $1 for every 130 points, effectively offering a 5% return on your spending, which can be redeemed for future purchases. Additionally, there are specific times of the year when you can earn double points, enhancing the program's value.
Other reliable online options include Amazon, Target, and Walmart. While these retailers may not offer the point system or exclusivity of the LEGO Store, they frequently provide modest discounts on LEGO sets. The LEGO Store typically maintains full retail prices, except on select occasions 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 sources. However, be prepared for significantly higher prices. It's advisable to communicate directly with sellers, negotiate prices, and compare offers to secure the best possible deal.
Where to Buy LEGO Sets in Stores
For those who prefer a tactile shopping experience, brick-and-mortar stores are an excellent option. While in-store selections might not match the diversity available online, many customers appreciate the personalized attention and the ability to physically handle sets before buying.
The in-person LEGO Store offers the same advantages as its online counterpart, including participation in the LEGO Insiders program and its point system. LEGO Stores also provide interactive experiences, such as building stations and minifigure customization areas where you can create your own unique character.
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 and Barnes and Noble also sell LEGO sets, with the latter focusing on lifestyle sets, smaller impulse buys, and Harry Potter-themed sets, given the franchise's status as one of the best-selling book series ever.
One last note: For recently retired sets, brick-and-mortar stores are your best bet. Third-party retailers may not immediately remove retired sets from their shelves, so it's worth checking stores for unexpected finds.
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 during the year when you can find deals.
LEGO celebrates May 4 (Star Wars Day) by offering double Insider points for Star Wars set purchases. Similarly, on March 10 (Mario Day), LEGO partners with Nintendo to provide similar incentives. Keep an eye on anniversaries related to third-party franchises for potential deals.
Clearance sales at big-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, is ideal for deep discounts. Amazon Prime Days in July and October are also excellent opportunities for finding LEGO deals. Stay vigilant for any upcoming sales events to capitalize on potential savings.
