Over the past decade, the popularity and demand for LEGO have soared. What was once a building toy for children has now 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. Additionally, a growing number of sets function as lifestyle accessories—wall decorations, plants, and flowers—that seamlessly integrate into living spaces.
Currently, there are hundreds of LEGO sets available for purchase, spanning a wide range of piece counts, themes, and price points. However, potential buyers may encounter two main challenges: not finding the desired set or finding it at an unreasonable price.
A common reason for these issues is that the specific set may be "retired." LEGO retires all its sets—even the popular ones—to make way for new releases. This practice has fueled a robust resale market, where merchants often inflate prices by up to two to three times the original cost.
It's also worth noting that LEGO sets are inherently expensive and have become increasingly so over the years. For instance, the massive, 7,541-piece Star Wars Millennium Falcon, launched in 2017, was priced at $800, well above the typical '10 cents per piece' rate for most LEGO sets. By 2025, the price of this set has risen to $850.
To navigate these challenges, becoming a smart and meticulous consumer is crucial. Here are the best places to shop for LEGO sets in 2025, along with optimal times to seek out deals.
Where to Buy LEGO Sets Online
LEGO Store
4See it at LEGO!
The official LEGO Store is the first and most obvious place to shop online. It offers the widest selection, easily sortable by theme, price, release date, and customer rating. LEGO's responsive customer service and the LEGO Insiders program provide added benefits. Joining the LEGO Insiders program is free and offers numerous perks, including the ability to purchase sets before they're available to the general public, receive free sets as spending incentives, and access sets exclusive to the LEGO Store.
The most appealing aspect of the LEGO Store is its point system. For every dollar spent, you earn 6.5 points, and 130 points equate to $1. This system effectively gives you a 5% return on your investment, which you can redeem for future purchases. There are also specific times during the year when you can earn double points, enhancing the program's value.
Amazon
2See it at Amazon!
Other excellent online options include Amazon, as well as the online storefronts for Target and Walmart. While these retailers don't offer the point system or exclusive sets found at the LEGO Store, they often provide modest discounts on most sets. In contrast, the LEGO Store typically charges full retail price, except during select promotions, such as when clearing out inventory near the end of a set's run.
Target
1See it at Target!
When deciding where to buy, it's essential to compare the options. For example, you might prefer a 10% discount at Target.com, which accepts LEGO Insider points but at a less favorable exchange rate. Alternatively, you could pay full price at the LEGO Store to earn future discounts and receive an exclusive small set for free.
Walmart
0See it at Walmart!
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. It's advisable to contact sellers directly, negotiate prices, and shop around to secure the best deal possible.
Where to Buy LEGO Sets in Stores
Brick-and-mortar stores offer another shopping avenue. While the diversity of sets might not match online selections, many prefer the personalized service and the ability to handle sets before buying.
The in-person LEGO Store is highly recommended for the same reasons as its online counterpart. The LEGO Insiders program and its point system are applicable in-store, and LEGO Stores often feature interactive attractions like building stations and minifigure customization areas.
Target and Walmart have dedicated LEGO sections in their stores, which should be evaluated against the LEGO Store's inventory on a case-by-case basis. GameStop occasionally sells gaming-themed LEGO sets, while Barnes & Noble offers lifestyle sets, smaller impulse buys, and Harry Potter sets—fitting, given Harry Potter's status as one of the best-selling book franchises in history. While discounts are less common in smaller outlets, it's always worth checking.
One last note: If you're after a recently retired set, brick-and-mortar stores are your best bet. Just because LEGO officially retires a set doesn't mean third-party retailers immediately comply. It's unlikely but possible to find sets months past their official retirement date.
When Do LEGO Sets Go on Sale?
Aside from regular discounts at box-stores, LEGO sets rarely go on sale due to high demand. LEGO prefers to retire sets rather than discount them. However, there are specific times of the year when LEGO offers promotions.
LEGO celebrates May 4 (Star Wars Day) by offering double Insider points on Star Wars sets. Similarly, March 10 (Mario Day) sees partnerships with Nintendo and similar deals. Keep an eye on notable anniversaries, especially those related to third-party franchises.
Always look for clearance deals at box-stores, which 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, is ideal for deep discounts. Amazon Prime Days in July and October are also good opportunities to find LEGO deals. Stay alert for any upcoming sales events that might feature LEGO sets.
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