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 evolved, offering greater detail, utility, and variety. Some sets are designed for interactive play, while others serve as display pieces, such as dioramas or high-end collectibles. A growing segment of LEGO sets now functions as lifestyle accessories, including wall decorations, plants, and flowers that seamlessly integrate into living spaces.

With hundreds of LEGO sets currently available for purchase, spanning a wide range of piece counts, themes, and prices, potential buyers may encounter two main challenges: locating the desired set and securing it at a reasonable price. A primary cause of these issues is the retirement of sets by LEGO. Even popular sets are phased out to make way for new releases, fostering a thriving resale market where prices can escalate to 2-3 times the original cost.

Additionally, LEGO sets are inherently expensive and have become increasingly so over the years. Consider the massive, 7541-piece Star Wars Millennium Falcon, launched in 2017 for $800—a price significantly above the typical '10 cents per piece' rate. By 2025, this set's price had risen to $850.

To navigate these challenges, it's crucial to be a savvy and diligent consumer. Here 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 Store

4See it at LEGO!

Amazon

2See it at Amazon!

Target

1See it at Target!

Walmart

0See it at Walmart!

The first and most obvious place to shop for LEGO online is the official LEGO Store, which boasts the widest selection available, sortable by theme, price, release date, and customer rating. LEGO offers 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 released to the general public, receive free sets as incentives for spending, and access sets exclusive to the LEGO Store, unavailable from third-party retailers.

The most appealing feature of the LEGO Store is its point system. Every dollar spent converts to 6.5 points, with 130 points equating to $1, effectively offering a 5% return on purchases, which can be redeemed for future buys. Specific times of the year also allow for earning double points, enhancing the program's value.

For other online options, consider Amazon, Target, and Walmart. While they lack the point system and exclusivity of the official store, they often provide modest discounts on their sets. In contrast, the LEGO Store typically maintains full retail prices, except during select promotions aimed at clearing out inventory near the end of a set's lifecycle.

When deciding where to buy, it's a matter of calculating and comparing. Would you opt for a 10% discount at Target.com, which accepts LEGO Insider points but at a less favorable rate, or pay full price at the LEGO Store to earn future discounts and possibly receive a free exclusive set?

Where to Buy Retired Sets Online

For retired sets, unofficial online marketplaces like Craigslist, eBay, and Facebook are your only options. Be prepared for high prices. 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 another shopping avenue. While the variety of sets may not match online selections, many prefer the personalized attention and the ability to examine sets before buying.

The in-person LEGO Store mirrors the online store's advantages, including the LEGO Insiders program and its point system. These stores often feature interactive elements such as LEGO building stations and minifigure stations, allowing you to create custom figures.

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 offers lifestyle sets, smaller impulse buys, and Harry Potter-themed sets, capitalizing on the franchise's immense popularity.

One last note: For recently retired sets, physical stores might still have stock. Even after LEGO officially retires a set, third-party retailers may continue selling them. While finding such sets is unlikely, it's certainly possible.

When Do LEGO Sets Go on Sale?

LEGO sets typically do not go on sale frequently, as demand remains high and LEGO prefers to retire sets rather than discount them. However, there are specific times throughout the year when sales are more common.

LEGO celebrates May 4 (Star Wars Day) with double Insider points on Star Wars set purchases and collaborates with Nintendo for similar promotions on March 10 (Mario Day). Keep an eye on notable anniversaries, especially those tied to third-party franchises.

Always check for clearance deals at box-stores, which are more prevalent at the start of the year when LEGO retires old sets and introduces new ones, prompting retailers to update their inventory.

The holiday season, particularly Black Friday and Cyber Monday, offers deep discounts. Amazon Prime Days in July and October also present solid opportunities for LEGO deals. Stay vigilant for any upcoming sales events that might feature LEGO discounts.