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, catering to different interests and purposes.
Some LEGO sets are designed for interactive play, while others are crafted for display as intricate dioramas or valuable collectibles. A growing segment of sets also serves as lifestyle accessories, such as wall decorations, plants, and flowers, seamlessly integrating into living spaces.
With hundreds of LEGO sets available for purchase, spanning a wide range of piece counts, themes, and price points, buyers often face 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, including popular ones, to make way for new releases. This practice fuels a thriving resale market where sets can be marked up to 2-3 times their original price.
LEGO sets are inherently expensive, and prices have been on an upward trajectory in recent years. For example, the massive 7,541-piece Star Wars Millennium Falcon, which debuted in 2017 at $800—already well above the typical '10 cents per piece' rate—now costs $850.
To navigate these challenges, it's crucial to be a savvy and meticulous consumer. Here are the best places to shop for LEGO sets in 2025, along with optimal times to look for deals.
Where to Buy LEGO Sets Online
LEGO Store
4See it at LEGO!
The official LEGO Store offers the widest selection of sets, easily sortable by theme, price, release date, and customer rating. LEGO provides responsive customer service and the LEGO Insiders program, which is free to join and comes with numerous benefits. Members can purchase sets before they are available to the general 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, where every dollar spent earns 6.5 points, and 130 points equate to $1, effectively giving you a 5% return on your purchases. Additionally, there are times during the year when you can earn double points, maximizing 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 charges full retail price, except during select sales aimed at clearing out inventory near the end of a set's lifecycle.
Where to Buy Retired Sets Online
For retired sets, unofficial online marketplaces like Craigslist, eBay, and Facebook are your only options. Be prepared for higher prices, and it's advisable to contact sellers directly, negotiate, and compare prices to secure the best deal.
Where to Buy LEGO Sets in Stores
Brick-and-mortar stores offer a more tactile shopping experience. While the variety of sets may not match online selections, many prefer the personalized attention and the ability to handle sets before buying.
The in-person LEGO Store mirrors the benefits of its online counterpart, including the LEGO Insiders program and its point system. LEGO Stores also offer interactive experiences, such as building stations and minifigure customization areas.
Target and Walmart have dedicated LEGO sections, 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 and Noble sells 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 worth checking.
One last note: If you're seeking 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 possible to find these sets in stores.
When Do LEGO Sets Go on Sale?
LEGO sets rarely go on sale due to high demand, with LEGO preferring to retire sets rather than discount them. However, there are specific times of the year when sales occur.
LEGO celebrates May 4 (Star Wars Day) by offering double Insider points for Star Wars set purchases. Similarly, March 10 (Mario Day) features deals in partnership with Nintendo. Keep an eye on notable anniversaries, especially those related to third-party franchises.
Clearance deals at 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, offers deep discounts. Amazon Prime Days in July and October are also excellent opportunities for LEGO deals. Stay alert for upcoming sales events to snag potential LEGO bargains.
