LEGO Advent Calendars: When to Buy, Flip & Bundle
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Last Updated: 6 hours ago
LEGO Advent Calendars: When to Buy, Flip & Bundle
LEGO Advent Calendars Strategy
For LEGO investors and collectors, LEGO® advent calendars sit in an unusual place. They aren’t long-term “grails” like UCS Star Wars sets or Creator modulars. Instead, they are seasonal plays: short-lived on shelves, heavily marketed in September–October, and often deeply discounted in December when the Christmas rush fades.
For families, they’re part of the holiday tradition — a healthier and more collectible alternative to chocolate calendars. For investors, the real opportunity lies in scooping them up at 40–50% off in December and holding them for 9–10 months until demand spikes again in the following autumn.
In this guide we’ll cover release history, buy targets, resale timing, and even bundle strategies to maximise profits.
Release Windows, RRPs & Recent Performance
Release Windows & RRP History
LEGO has released themed advent calendars every year since the late 1990s, with modern production settling into five major themes:
- Star Wars
- Harry Potter
- City
- Friends
- Marvel/Disney spin-offs
Most launch on September 1st with today’s RRPs set at:
- City/Friends: $34.99 / £19.99
- Star Wars, Harry Potter, Marvel/Disney: $44.99 / £29.99
Over time, prices have steadily crept up — early 2000s calendars were just $20; now the top themes push close to $45.
Investment performance, however, hasn’t kept pace. Our database shows:
- Average annual growth across all themes: just ~2%.
- Best historical performers: early “General” calendars (1998–2004) and outliers like Castle Advent Calendar (7979) or Pirates Advent Calendar (6299), which hit 8–10% annualised returns.
- Recent trend: 2021–2023 calendars have posted negative returns at market value.
The lesson: do not buy at RRP if investing. Retail buyers pay full price for tradition; investors wait for discounts.
Buy Bands (Price Targets by Theme)
The most important part of the strategy is knowing your entry price bands.
- Star Wars – RRP $44.99. Target entry: $25–30. These hold their value thanks to seasonal figs (holiday droids, Santa variants) but rarely explode in price anymore.
- Harry Potter – Popular at retail but historically poor aftermarket performance. Only buy at 50% off ($22 or less).
- City – RRP $34.99. Entry point: $20–22. They remain evergreen with families and resell steadily in Q3 the following year.
- Friends – RRP $34.99. Weak aftermarket demand; only worth touching at $15–18.
- Marvel/Disney spin-offs – RRP $44.99. Highly variable. Some flop entirely, others do OK if tied to a film. Treat cautiously and only buy when discounted 50%+.
Rule of thumb: Advent calendars should be bought at deep clearance prices, not launch RRP. Investors who chase at full price almost always lose money.
Sell Timing: Before vs After 1 December
When should you sell? It depends on your play:
- RRP buyers (affiliate angle) – September and October are prime months. Parents and fans want them early, stock is plentiful, and prices are stable. This is the window for promoting “best LEGO advent calendar” deals at RRP.
- Investors (discount angle) – December 15–26 is the buy zone. Retailers slash prices to clear shelves, and unsold stock often vanishes after Boxing Day.
- Flip window – The following September–October is the sweet spot for resale. Parents forget about discounts and simply want a new calendar for the season. Margins of 30–60% are achievable if you bought at clearance the prior year.
Selling during November/December is rarely optimal — you’ll be competing with LEGO and Amazon still pushing RRP stock.
Bundle Recipes (Calendars + Small Sets)
One under-appreciated tactic is bundling advent calendars with small sets to boost resale value. Buyers see extra perceived value, and you can often shift slower calendars faster.
Here are a few working “recipes”:
- Star Wars Advent + Microfighter
- Example: 2025 Star Wars calendar paired with a $10–15 Microfighter. Parents see it as a more complete holiday gift, and you capture extra margin.
- Harry Potter Advent + Polybag
- The advent itself hasn’t held value, but adding a polybag (Hogwarts accessory or minifig pack) makes it stand out from other listings.
- City Advent + Small Vehicle
- Pair with a $10–12 fire truck or police car. Thematically aligned bundles do well with parents shopping for kids.
- Friends Advent + Seasonal Add-On
- A cheap Christmas tree or winter polybag can help a Friends calendar move more quickly — particularly if reselling via marketplaces where presentation matters.
The key is to buy add-ons cheaply (polybag clearances, 3-for-2 deals) and use them to increase perceived value without raising your cost base significantly.
FAQs
Which themes resell best?
Historically, Star Wars™ calendars have led resale performance, thanks to exclusive minifigs and cross-generational demand. However, City is the most consistent for family buyers. Harry Potter™ is popular at launch but weak as an investment. Friends and Marvel calendars are risky unless bought on clearance.
Should I split and sell minifigs?
Sometimes. Exclusive Star Wars holiday minifigs can cover half or more of the RRP alone. For City and Friends, the figs have little standalone value, so splitting isn’t worth the effort. Always check BrickLink or eBay sold listings before deciding.
Do advent calendars restock in November?
Yes, but inconsistently. LEGO and Amazon often restock mid-November, but they sell out fast. The real opportunity for investors is the December clearance wave, when discounts reach 40–50%. That’s when you load up for next year.
Final Thoughts
For families and collectors, LEGO advent calendars are a tradition at RRP: a fun way to count down to Christmas, with healthier and more interactive appeal than chocolate calendars.
For investors, however, the only smart play is buying deep discounts in December and holding until next September. At 40–50% off, these sets are almost guaranteed to flip at profit in Q3/Q4 of the following year, especially when bundled creatively with small sets.
Approach them as a seasonal side hustle, not a long-term hold. Done right, they can provide quick, reliable flips to complement your main LEGO investment portfolio.
