Over the last decade, LEGO's popularity has skyrocketed, evolving from a children's building toy into a beloved pastime for teens and adults alike. The sets themselves have grown in complexity, utility, and diversity, catering to various interests and purposes.
Some sets are designed for interactive play, while others serve as stunning display pieces or valuable collectibles. A burgeoning category includes lifestyle accessories such as wall decorations, plants, and flowers, seamlessly integrating into home environments.
With hundreds of LEGO sets available across various themes, piece counts, and price points, potential buyers face two main challenges: finding the desired set and securing it at a reasonable price. The primary cause of these issues is that LEGO retires sets—even popular ones—to introduce new ones, fueling a secondary market where resellers often inflate prices up to two to three times the original cost.
Additionally, LEGO sets are inherently expensive and have been getting pricier. For instance, the 7541-piece Star Wars Millennium Falcon, launched in 2017 for $800, now costs $850, far exceeding the typical '10 cents per piece' rate.
To navigate these challenges effectively, becoming a savvy and thorough consumer is essential. Here are the top places to shop for LEGO sets in 2025, along with optimal times to hunt for 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 Walmart!
The official LEGO Store is the first and most obvious choice for shopping online, boasting the broadest selection, easily sorted by theme, price, release date, and customer rating. LEGO's customer service is highly responsive, and the LEGO Insiders program offers numerous benefits at no cost to join.
Members can purchase sets before they're available to the public, receive free sets as spending incentives, and access sets exclusive to the LEGO Store. The most attractive feature is the point system, where every dollar spent earns 6.5 points, with 130 points equating to $1, effectively giving you a 5% return on your investment, redeemable on future purchases. There are also times during the year when you can earn double points, enhancing the program's value.
Other reputable online options include Amazon, Target, and Walmart. While these do not offer the same point system or exclusivity as the LEGO Store, they often provide modest discounts on most sets. Conversely, the LEGO Store typically charges full retail price, except during select clearance events.
When seeking retired LEGO sets, unofficial online marketplaces like Craigslist, eBay, and Facebook are your go-to options. Be prepared for higher prices and engage directly with sellers, negotiate, and compare prices to secure the best deal.
Where to Buy LEGO Sets in Stores
For those preferring in-store shopping, brick-and-mortar outlets offer a tangible experience. While the selection might not be as vast as online, many enjoy the personalized attention and the ability to inspect sets before buying.
The in-person LEGO Store provides the same advantages as its online counterpart, including the LEGO Insiders program. These stores often feature interactive elements like building stations and minifigure customization areas, enhancing the shopping experience.
Target and Walmart have dedicated LEGO sections, and their offerings should be compared with the LEGO Store's inventory on a case-by-case basis. GameStop occasionally stocks gaming-themed LEGO sets, and Barnes & Noble offers lifestyle sets, smaller impulse buys, and Harry Potter-themed sets, aligning with one of the best-selling book franchises.
For recently retired sets, physical stores are your best bet. Even after LEGO officially retires a set, third-party retailers may still have them in stock. It's a long shot, but it's worth checking.
When Do LEGO Sets Go on Sale?
Beyond regular discounts at major retailers, LEGO sets rarely go on sale due to high demand. However, there are specific times during the year when you can find deals.
LEGO celebrates Star Wars Day on May 4th by offering double Insider points on Star Wars sets, and on March 10th (Mario Day), similar deals are available through partnerships with Nintendo. Keep an eye on notable anniversaries related to third-party franchises for potential promotions.
Clearance deals are more common at the start of the year when LEGO retires old sets and launches new ones, prompting retailers to clear out inventory. The holiday season, particularly Black Friday and Cyber Monday, offers deep discounts. Amazon Prime Days in July and October are also excellent opportunities for LEGO deals.
