LEGO's popularity has exploded over the past decade, transcending its initial appeal as a children's toy to captivate teens and adults alike. The sets themselves have evolved dramatically, boasting increased detail, functionality, and variety. Some are designed for imaginative play, others for display as stunning dioramas or valuable collectibles, and a growing number seamlessly integrate into living spaces as stylish accessories—think wall art, miniature plants, and flowers.
With hundreds of LEGO sets available, spanning diverse themes, piece counts, and price points, potential buyers often face two key challenges: locating the desired set and finding it at a reasonable price. A major contributing factor is LEGO's practice of retiring sets—even popular ones—to make way for new releases. This has fueled a robust resale market where prices are often inflated by two or three times the original retail cost.
The inherent cost of LEGO is another significant factor, with prices steadily increasing in recent years. Consider the colossal 7541-piece Star Wars Millennium Falcon, released in 2017 for $800 (already exceeding the typical "10 cents per piece" rate). Today, that same set commands around $850.
Fortunately, savvy shopping strategies can mitigate these challenges. Below, we outline the best places to purchase LEGO sets in 2025, along with the optimal times to snag deals.
Where to Buy LEGO Sets Online
LEGO Store: The official LEGO Store offers the most extensive selection, easily searchable by theme, price, release date, and customer rating. Excellent customer service and the LEGO Insiders program (with numerous perks, including early access to sets and exclusive rewards) make it a top choice. Points earned through purchases can be redeemed for future discounts.
Amazon: Often provides modest discounts on many sets.
Target: Accepts LEGO Insider points (though the exchange rate may not always be advantageous) and sometimes offers competitive pricing.
Walmart: Similar to Target, offering modest discounts and occasional deals.
The LEGO Store's points system is particularly appealing: each dollar spent earns 6.5 points, with 130 points equaling $1 (effectively a 5% discount). Double points promotions further enhance its value. While Amazon, Target, and Walmart lack this system, they frequently offer discounts, making a direct price comparison crucial. The LEGO Store typically charges full price except for select sales, often near the end of a set's run.
Where to Buy Retired Sets Online
For retired sets, unofficial marketplaces like eBay, Craigslist, and Facebook are your only option. Expect significantly higher prices; negotiate directly with sellers and compare prices before committing.
Where to Buy LEGO Sets in Stores
Brick-and-mortar stores offer a hands-on experience. While selection may be more limited than online, the in-person LEGO Store provides the same benefits as its online counterpart, including the Insiders program and interactive building stations. Target and Walmart also carry LEGO, and other retailers like GameStop (gaming sets) and Barnes & Noble (lifestyle and specific themed sets, like Harry Potter sets, which are popular due to Harry Potter being one of the best selling book franchises) may offer limited selections.
For recently retired sets, brick-and-mortar stores might offer a slim chance of finding them, as retailers don't always immediately clear out retired inventory.
When Do LEGO Sets Go on Sale?
Beyond standard discounts at big-box retailers, LEGO sets rarely see significant price reductions. However, key sales periods exist:
- May 4th (Star Wars Day): Double Insider points on Star Wars sets.
- March 10th (Mario Day): Similar deals in collaboration with Nintendo.
- Beginning of the Year: Clearance sales at big-box retailers as they refresh inventory after LEGO's seasonal releases.
- Holiday Season (Black Friday, Cyber Monday): Deep discounts are possible.
- Amazon Prime Day (July & October): Check for LEGO deals.
