Over the past decade, the popularity and demand for LEGO have soared. What was once a building toy primarily for children has now expanded its audience to include teens and adults. LEGO sets have evolved, offering greater detail, utility, and a wider variety of themes.
Some sets are designed for interactive play, while others are crafted for display as dioramas or high-value collectibles. Additionally, a growing segment of LEGO sets now serves as lifestyle accessories, such as wall decorations, plants, and flowers, seamlessly integrating into modern living spaces.
With hundreds of LEGO sets available for purchase, spanning various piece counts, themes, and price points, buyers might encounter 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 room for new releases. This practice has fueled a thriving resale market where merchants often mark up prices by two to three times the original cost.
LEGO sets are inherently expensive, and prices have been rising over the years. For instance, the 7541-piece Star Wars Millennium Falcon, which debuted in 2017 for $800, now costs $850. This price point significantly exceeds the typical '10 cents per piece' rate seen in most LEGO sets.
To navigate these challenges, consumers need to be strategic and informed. 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 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. The store also offers responsive customer service and the LEGO Insiders program, which is free to join and comes with numerous benefits.
Members can buy sets before they are released to the general public and receive free sets as incentives for spending money. Additionally, some sets are exclusive to the LEGO Store and cannot be purchased from third-party retailers. The point system is particularly appealing, with every dollar spent converting to 6.5 points, where 130 points equate to $1, effectively giving you a 5% return on your purchases. There are also times during the year when you can earn double points, maximizing the program's value.
The Best Discounts
Amazon
2See it at Amazon!
For those looking for discounts, Amazon, along with the online storefronts of Target and Walmart, are strong alternatives. While they lack the point system and exclusivity of the official LEGO Store, they often offer modest discounts on most sets. The LEGO Store typically maintains full retail prices, except during specific sales aimed at clearing inventory as a set's retirement approaches.
Accepts LEGO Insider Points
Target
1See it at Target!
Exclusive Deals
Walmart
0See it at Walmart!
When deciding where to buy, it's essential to weigh the options. For instance, would you prefer a 10% discount at Target.com, which technically accepts LEGO Insider points but at a less favorable exchange rate, or pay full price at the LEGO Store for future discounts and exclusive small sets?
Where to Buy Retired Sets Online
For retired sets, unofficial online marketplaces like Craigslist, eBay, and Facebook are your only options. Be prepared for steep prices, and always contact the seller directly to negotiate and compare prices to ensure the best deal.
Where to Buy LEGO Sets in Stores
Physical stores are another option for purchasing LEGO sets. While they might not offer the same diversity as online platforms, many people appreciate the personalized attention and the ability to handle the sets before buying.
Visiting a LEGO Store in person offers the same benefits as shopping online at the LEGO Store, including access to the LEGO Insiders program and its point system. These stores also provide interactive experiences, such as LEGO building stations and minifigure customization areas, where you can create your own unique characters.
Target and Walmart have dedicated LEGO sections in their stores, and each purchase should be evaluated on a case-by-case basis against the LEGO Store's offerings. Gamestop occasionally stocks gaming-themed LEGO sets, while Barnes and Noble carries lifestyle sets, smaller impulse buys, and Harry Potter sets—fitting given the franchise's status as one of the best-selling book series in history. While discounts are less common in smaller outlets, it's always worth checking.
One last note: If you're hunting for a recently retired set, brick-and-mortar stores are your best bet. Even though LEGO officially retires sets, not all third-party retailers immediately comply. It's rare, but you might stumble upon sets that are months past their shelf date.
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 reduce their prices due to high demand. However, there are specific times during the year when you can find deals.
LEGO celebrates May 4th (Star Wars Day) by offering double Insider points on Star Wars sets and March 10th (Mario Day) in collaboration with Nintendo, providing similar promotions. Keep an eye on notable anniversaries, especially those related to third-party franchises.
Always check for clearance deals at big-box stores, which are more common at the beginning of the year when LEGO retires old sets and launches new ones. The holiday season, particularly Black Friday and Cyber Monday, offers deep discounts, as do Amazon Prime Days in July and October. Stay alert for any upcoming sales events that might feature LEGO deals.
