Over the past ten years, LEGO has transformed from a children's construction toy into a mainstream hobby embraced by teens and adults alike. The product line has evolved significantly, offering greater detail, functionality, and diversity than ever before.

Today's LEGO offerings serve multiple purposes. Some sets are designed for active play, while others function as display pieces or premium collectibles. An increasing selection serves as home decor, including botanical collections and wall art that blends seamlessly into modern interiors.

With hundreds of current sets spanning various themes, piece counts, and price points, buyers often face two challenges: availability issues and inflated prices. The primary culprit is LEGO's retirement policy - all sets eventually get discontinued to make room for new releases, fueling a thriving secondary market where prices can triple the original retail value.

LEGO's premium pricing has also become more pronounced in recent years. Consider the 2017 Star Wars Millennium Falcon (7,541 pieces) which launched at $800 - already exceeding the typical $0.10 per brick ratio. Today, this iconic set retails for $850.

To navigate these challenges, strategic shopping is essential. Below we outline the best places to purchase LEGO in 2025 and optimal times to find deals.

Top Online Retailers for LEGO

Official LEGO Store

The LEGO flagship store boasts the most comprehensive catalog, with sorting by theme, price, release date, and customer ratings. Their Insiders rewards program offers members early access to new sets, exclusive items, and free promotional sets with purchases. The 6.5-points-per-dollar system (130 points = $1) effectively gives 5% back on purchases, with periodic double-point promotions.

Amazon

Amazon frequently offers competitive discounts, though without the loyalty benefits of the official store. Their vast inventory and rapid shipping make them a strong contender.

Target & Walmart

These big-box retailers provide modest discounts on most sets, though their selection may be more limited than the LEGO Store. Note that while Target accepts Insiders points, the conversion rate diminishes its value.

The decision often comes down to priorities: immediate savings at third-party retailers versus long-term rewards and exclusives through the official store.

Finding Retired LEGO Sets

For discontinued sets, secondary markets like eBay and Facebook Marketplace are your only options. Prices tend to be significantly marked up, so negotiation and comparison shopping are crucial. Verify the seller's reputation and product condition before committing.

Brick-and-Mortar Shopping Options

Physical stores offer tactile advantages and sometimes house hard-to-find sets. Official LEGO locations feature interactive displays and minifigure customization stations. Major retailers like Target and Walmart maintain dedicated LEGO sections, while specialty stores like Barnes & Noble often carry themed collections.

An advantage of physical stores is the occasional discovery of recently retired sets that may still be in stock despite discontinuation.

Optimal Times for LEGO Deals

LEGO rarely discounts directly, but strategic timing can yield savings:

• May 4 (Star Wars Day) and March 10 (Mario Day) bring exclusive promotions
• Early year clearance sales as stores refresh inventory
• Black Friday/Cyber Monday holiday discounts
• Amazon Prime Day events in July/October

Understanding these shopping patterns can help collectors maximize their LEGO budget while acquiring desired sets.