I had no intention of picking up the UCS B-wing, but at 50% off I couldn't resist. However, I do feel sorry for people who previously picked it up at full price not expecting such a deal. Also, though not as much, I feel sorry for people who buy these sets as an investment and had future resale affected by a flood of cheap B-wings on the market.

I love a great deal but at what sale % do you start alienating your fanbase by practically giving away the product? Is it worth the risk buying a UCS at full price when it could be discounted so heavily?

Well. I bought it at full price. And I do not care much. It would have been too hard to wait that long for me.

However, I see that ONCE AGAIN, discounted models are only for the US market.

With its marketing strategy, TLG really consider Europeans as suckers

Well. I bought it at full price. And I do not care much. It would have been too hard to wait that long for me.

However, I see that ONCE AGAIN, discounted models are only for the US market.

With its marketing strategy, TLG really consider Europeans as suckers

It may be more a factor of where do they have the bulk of unsold sets languishing on the shelves? Plus how is the UCS line doing in that market?

However, I see that ONCE AGAIN, discounted models are only for the US market.

With its marketing strategy, TLG really consider Europeans as suckers

Seeing as we gladly pay some 30% more than Americans on every Lego set, I would say their consideration is probably correct.

It may be more a factor of where do they have the bulk of unsold sets languishing on the shelves? Plus how is the UCS line doing in that market?

To that I would say that TLG needs to do a better job at estimating demand for their products. Just by what people were saying, it sounds like there were massive amounts of B-wings in stock on the 4th. You offer too many huge deals and you get people waiting for the next one instead of going for full price.

A lot of big sets, like UCS ones has been sold at huge discounts at the end!

The 10018 Darth Maul was 75% off in the end, bought me two.

The UCS Millennium Falcon was 50% off, bought me one extra at $250.

The UCS Death Star II was 50% off, bought me three.

Now go check the prices on those! So if you just wait some time the prize will rise again. How much depends on how iconic the set is.

I'm sure that there's some logic to the decision, but the 50% discount on the B-wing in the US has me really confused

Obviously there are a lot of happy collectors across the pond, but I think that it will have a seriously negative impact on sales of it everywhere else. It's one of the consequences of the internet, everyone who's got more than a passing interest in Lego knows what happened, and the rest of the 'offers' weren't anything special which hasn't helped the situation.

Personally it's not a set that's on my 'must have' list, but now I'm not going to buy it unless it's reaches a similar discount as a matter of principle!

And back on topic, a decent sale is always good.... I buy Lego to build, not as a financial investment.

The UCS B-Wing wasn't on my wanted list, either, but at 50% off I had to pick it up. I love B-Wings, but didn't want to plunk down $200 for a set...$100 is much more attractive.

As with many things in the retail world, if you want to have something right when it comes out then you'll be paying full price (electronics are at the top of this list) but if you wait and are patient you can get a good deal.

I do feel back for my fellow LEGO fans outside of the US, though. Seems like they are getting short-changed on the deals.

Hi

the fact that many posters in my "May 4th offers" topic mentioned they changed their mind and have NOW to purchase that set shows the 50% discount in the US have been a good idea.

I for myself would also get this set for that discount, 99$ are close to a third in value of 199€..

So as european (german) i feel a bit sad that i even do not had a 20% discount on that set.

At the end this deal shows what kind of margin Lego can get with sets, even licensed sets. It shows also the market potential if those sets are a bit or much more cheaper.

Dino

I bought one despite the fact I'm trying to sell off a large chunk of my collection (shameless plug: see signature). Long ago I'd already limited myself to OT ships that I didn't already have - it didn't matter which version, if I had one, I wouldn't buy a new one. I had a non-UCS B-Wing, and still bought this - it was just too good a deal to pass up.

As far as collectors and collectibles go: too bad. TLG doesn't make LEGO for collectors, they make it for kids and enthusiasts. That it becomes collectible is not a concern of TLG. Collectors take their chances when they "invest," just like investors in any other market.

As for the people who paid full price - they would not have bought it if it wasn't worth it to them. It's happened to me in the past, and it's annoying, but you have to shrug it off and get over it.

EDIT: want to add this, after some more though about it: I'm sorry that people overseas are charged so much for LEGO. I would never have gotten into the hobby at all given those prices. That doesn't change the fact that, no matter where you are, LEGO is very expensive. I haven't looked lately, but their increase in profits over the last few years well outpaced their increase in sales, which means their profit margins have gone up, and they are doing quite well... good for them, but I still feel that, even in the U.S., LEGO is expensive. Don't get me wrong, I'm not one to whine about it - I choose with my wallet. I buy far less LEGO today than I did five years ago - I vote with my wallet, but let's be honest; I wouldn't buy it at all if it weren't worth it to me.

Now, I doubt they would sell B-Wings at a loss, so let's just put it at that - I believe they are still making a profit at $100, just not much of one. The point is that, IMO, there's no such thing as "too much" of a discount on LEGO.

Edited May 6, 201311 yr by fred67

A lot of big sets, like UCS ones has been sold at huge discounts at the end!

The 10018 Darth Maul was 75% off in the end, bought me two.

The UCS Millennium Falcon was 50% off, bought me one extra at $250.

The UCS Death Star II was 50% off, bought me three.

Now go check the prices on those! So if you just wait some time the prize will rise again. How much depends on how iconic the set is.

Man, I am so sorry I missed those sales.

I had no intention of picking up the UCS B-wing, but at 50% off I couldn't resist. However, I do feel sorry for people who previously picked it up at full price not expecting such a deal. Also, though not as much, I feel sorry for people who buy these sets as an investment and had future resale affected by a flood of cheap B-wings on the market.

I love a great deal but at what sale % do you start alienating your fanbase by practically giving away the product? Is it worth the risk buying a UCS at full price when it could be discounted so heavily?

I don't consider it an issue, for a variety of reasons. First of all, it still has "investment potential," regardless of the fact one was momentarily able to get it for 50% off. Plenty of sets that now command exorbitant prices on the secondary market were offered at prices well below MSRP at one point or another during their product lifetimes. Secondly, I frankly don't think TLG should be making decisions about sales, availability, etc. primarily to please investors and speculators. If such persons (who tend to be already well-off anyway) are able to benefit from buying LEGO sets as investments, great for them, but I really don't want them dictating all market conditions for the rest of us. Moreover, it's by now well-known that TLG will have some sort of Star Wars promotion on May 4th each year, typically including discounts on at least some sets in the theme. Also, everyone who bought it at full price still got what they presumably consider a nice set at what's arguably a reasonable price for a set of that size. Finally, the sale was quite temporary; the set is now back at full MSRP.

Edited May 6, 201311 yr by Blondie-Wan

Sucks to be in the european market if you want Lego at nicely discounted prices... I looked on TLG site on May the 4th, and thought their 'discounts' were at best, pitifully mocking.

I don't consider it an issue, for a variety of reasons. First of all, it still has "investment potential," regardless of the fact one was momentarily able to get it for 50% off. Plenty of sets that now command exorbitant prices on the secondary market were offered at prices well below MSRP at one point or another during their product lifetimes.

I would contend that it's somewhat different now. The UCS aftermarket has really took off the past five years, otherwise I can't see that Falcon deal ever happening. Now you've got a whole other market of people buying sets at deals (hence the Limit 5 per order) for future resale. I personally like to know that if I buy a UCS it'll hold its value and increase with inflation should I be forced to sell it, but if resellers are stockpiling at 50% off and then flooding the market when it's retired it would hurt the resale. TLG needs that resale to go up, otherwise why feel forced to buy a set when you know you can get it whenever you feel like it for relatively the same price?

But my main point is this: I would like the X-wing, but won't buy it now. Why? I'd buy it at full price now over a 15% discount later, but the chance of a 25-50% discount makes me wait (although unlikely because it's the X-wing). Knowing that TLG could offer such a great deal leads me to wait, and if others do the same then TLG will have to offer the deal to clear shelves, and the trend gets worse.

A lot of big sets, like UCS ones has been sold at huge discounts at the end!

The 10018 Darth Maul was 75% off in the end, bought me two.

The UCS Millennium Falcon was 50% off, bought me one extra at $250.

The UCS Death Star II was 50% off, bought me three.

Now go check the prices on those! So if you just wait some time the prize will rise again. How much depends on how iconic the set is.

Two of those were arguably not the best of sets. All three were in a period where aftermarket hadn't exploded, so their high prices would be tough to swallow. Nowadays I feel TLG would have trouble keeping a UCS Falcon stocked after seeing what it commands on the aftermarket. I can't wait for it to come back.

TLG needs that resale to go up, otherwise why feel forced to buy a set when you know you can get it whenever you feel like it for relatively the same price?

No, they really don't. They don't sell for collectability; they benefit from sales to collectors, but the vast majority of sales - their target - goes to people just buying sets for their own use.

The have NO obligation to collectors.

I think in the US it is clear the B-Wing was not selling as well as they would have hoped or as well as it does overseas since it got such a large discount. It is not like they do this to all sets all of the time. There was no discount on the Super Star Destroyer, Death Star, or R2-D2 this year for May 4th promotion and I would guess that it might be because R2-D2 especially and the other 2 sell better than the B-Wing in the US. I know none of this is scientific and just my opinion but I always see kids and adults alike looking at those 3 sets and I rarely see anyone paying much attention to the B-Wing at my local store.

I think it was not as popular of a set as others at least here in the US and with the $200 price it pushed people to buy other sets instead. I think that with the X-Wing coming out they needed more shelf space in stores and with all of the stores having large stock of the B-Wing this was the best way to not only clear out old inventory.

As someone who buys a lot of Lego I am glad they do discounts like this at times as it makes it easier for me when there is a set I am on the fence about buying. I did not take advantage of the B-Wing sale just because I was never crazy about the set and put the $100 towards a set I really wanted. I don't think you can hold out and not buy sets though in the fear of them going on sale because some sets might not ever get much of a discount before they go away.

I also like the odd promotion and sale. I think if you are going to look at the resale on the B-Wing y have to factor a number of things. Some were bought to sell for parts. So went out to people who will keep them. So the remainder to the secondary market. At least on the short term (45 days last time I looked at S@H) it's not available. That makes it a decent sale on eBay at $150 right now. So, 45 days from now it's back on S@H again...for $200, still a good deal second hand at $150 if you want it. Factor in that it got a whole bunch of attention on all the lego and Star Wars forums, i think it might actually increase desire for it somewhat. That said, they did hurt X-Wing sales for its release.

If you knew which website to look on you could have got a bwing for £107 deluved with no customs charges

But my main point is this: I would like the X-wing, but won't buy it now. Why? I'd buy it at full price now over a 15% discount later, but the chance of a 25-50% discount makes me wait (although unlikely because it's the X-wing). Knowing that TLG could offer such a great deal leads me to wait, and if others do the same then TLG will have to offer the deal to clear shelves, and the trend gets worse.

That's your prerogative of course, but there will always be some people who'll buy anyway - either because they're big enough fans to not wait, or they're buying for a specific occasion (birthday etc). And there's always the possibility you sit around waiting for some massive discount, maybe passing over other opportunities like 10% off or double VIP points, only for the grand discount to never arrive, leaving you to buy it full price or miss out entirely.

Like others, I suspect the B-Wing just wasn't shifting the expected number of units in the states, for whatever reason. I seem to recall picking up the JSF at similarly discounted prices over here. I doubt it marks some sort of ominous end to the UCS line's profitability. Though it may change TLG's strategy in more subtle ways, not having quite such a high price bracket for the less mainstream models or introducing exclusive minifig into sets to bolster their potential appeal (we've already seen that with the SSD for example)

I dont think it is. We all know if we wait sets will eventually hit a discount of some sort. Even knowing this I don't wait on everything but for some things I do. The 50% is the only reason I bought this as this scale UCS doesn't really fit with what I usually get. I don't think this will happen all the time but every other year or so would be nice. I don't see the UCS Death Star ever going 50% off.

They may have also taken the hit on offering the B Wing at cost or as a loss leader in order to get customers to make thir first purchase of a UCS type set. Marketing research shows that once you get a customer to make the mental leap over the price the first time, it is much easier to get him to open his wallet the second time for the next one. They are counting on a certain number of the people that bought their first UCS ship on Saturday will be back to get the matching X Wing at full price. And they are probably right about this.

I think in todays 's open internet world, having such amazing discounts just for the USA is horrible for the rest of the world.

It is already the case in electronics all the time, US get the best prices on everything we use everyday. We say it is because opening to a new market is complicated because of patents, laws, technology rules etc. But Lego has no excuse :(

It is really saddening, they have good margins, they should be a little more fair.

Waiting for sales or discounts is just too much of a gamble for me. With most sets staying on the shelves for at least six months, the best idea is just to keep an eye on a given set. Ifit's not selling well in a number of regions, then maybe it might be going to sale. If it's a dying licensed theme, it could also be going to sale.

Now UCS, I would never wait on if I could help it. The recent B-wing wasn't a popular set that was selling out routinuely. This is obvious because of how many copies a number of stores had on hand. My local store had at least eight in the first hour - I doubt they had that many Death Stars, R2s, or X-Wings in the back.

I'm of mixed feelings about it.

Firstly I think it is good for Lego and their Enthusiasts for them to make attempts to take a little of the wind out of the investor market, not to kill it, but just to deflate possible bubbles (although I don't consider this an attempt to do so). That's just my opinion, I do have reasoning but I suspect that is a hotly debated topic with many views for/against so will leave it at that.

I live in New Zealand and over here we pay $450 NZD for the B-Wing, that works out at a hefty $383 USD - or in other words almost 4 times the price it was offered in the US market that weekend... even without our sales tax that is built in it works out at $333 USD.

I realise that there are market realities etc to contend with; but at the same time I'm not a market analyst, I'm a Lego enthusiast and so it does sting a bit...

Basically I'm a loyal customer at heart, but if I feel abused then yeah I can change on that... So I will be prepared to buy sets that interest me most at full price even if in future there is a discount, but at the same time I'd like to see some decent discounts offered over here as well - the way Lego charges us shipping one can only surmise that they're actually importing our orders anyway - so why not give us access to some of these discounts as well?

Edited May 7, 201311 yr by Alternator

Everyone here makes good points, so I will back down on my claim that huge sales are entirely bad. I also want to state that I'm not weeping for resellers; I just want the aftermarket to stay where it is should I need to sell in the future, although I hope I never have to. I do not hoard boxed sets, they are always built and displayed.

I feel for the non-USA crowd, especially those in Europe. The prices you all pay aren't even remotely fair.

Edited May 7, 201311 yr by StoutFiles