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VIP Exclusive Holiday Shopping Event

sidersddsidersdd Member Posts: 2,432
edited November 2011 in Shopping USA/Canada
Anyone else receive an invite in the mail today for a VIP Member Exclusive Holiday Shopping Event at their LEGO Brand Retail Store? Basically, I've been invited (along with 1 guest) to attend a shopping event at our local store on Saturday, Nov 19 before opening hours. My guest and I will each receive Holiday Set #2, and will be able to "take advantage of our extraordinary 'Brick' Friday offers before they're available to the public." Now, I don't know if that means I'll get one of those random scratch off cards (10%, 20%... 50% off) and/or clearance sale prices on sets like last year, or what. Details aren't specific - other than $5000 is the limit I can spend, and I cannot buy more than five of a single item (e.g., can't buy 6+ Death Stars at x% off).

I'm just loving that I won't actually need to visit the store and fight the crowds on Black Friday itself.

Has anyone received one of these in the past? This is my first year with a LEGO store nearby. Have they done these events before?

BTW, it came in a pretty cool "sealed" envelope. I tried hard not to damage it opening it up.image


  • MCNwakeboardMCNwakeboard Member Posts: 320
    I'm not be able to check until Friday since I am away but I really hope one has arrived or is coming since I will be out of town on Black Friday weekend and won't be near a Lego store that weekend. Avoiding the Black Friday traffic will be nice as well.
  • jadeirenejadeirene Member Posts: 474
    I initially thought it meant the Saturday after Black Friday, but finally realized that the 19th is the Saturday before. This makes much more sense and is great for me since I will be out of town Thanksgiving weekend. Do you know if you'll you get the holiday set just for going, or do you still have to buy the minimum amount?

    Hopefully I'll get my invitation in the mail soon.
  • oldtodd33oldtodd33 Member Posts: 2,678
    YES! I got mine today. I've never been 1 out of 28 for anything so this is pretty cool. Apparently you do need to attend to be eligable for the free gift though.
  • kylejohnson11kylejohnson11 Member Posts: 508
    @oldtodd33 was there a specific number that were sent out per store?
  • doodlebirddoodlebird Member Posts: 88
    my local LBR store assistant manager let this leak to me recently that he saw my name on the list, and he said it was not for all VIPs but for a select few. despite the fact that i've spent between 5 and 10K in the past year there, i don't think i made the cut. when i asked him to double check the list, he admitted that he had mistaken me for someone else with a very similar name.... maybe i can be his plus 1. :)
  • oldtodd33oldtodd33 Member Posts: 2,678
    @kylejohnson11 Mine is hand numbered and mine says I am number @# of 28. for my particular store.
  • kylejohnson11kylejohnson11 Member Posts: 508
    @oldtodd33 thanks for the insight. If you don't mind me asking, which area are you from?
  • jadeirenejadeirene Member Posts: 474
    Oh, wow. I didn't realize that there are only 28 people invited to each store. Even though I've spent an obscene amount of money on LEGO this year, only a fraction of that has been at the LEGO Store. I'm not expecting an invite now, but I will still have a glimmer of hope when I open my mailbox tomorrow. Congrats to those who made the cut.
  • madforLEGOmadforLEGO Member Posts: 10,757
    edited November 2011
    I got one too.
    2 out of 25.
    Mine is limited to 25 apparently. You have to RSVP when you get the invite, or before Nov 17th, or you apparently will not get in, at least for my invite location.
    Also apparent are special offers and free gifts... not sure what they are handing out.. On the invite it makes a remark about a holiday set being available but you have to spend 99 dollars or more.. I'm guessing I will not have that issue
    It also states that the sets bought should be for personal use and limit 5 per set and the holiday exclusive is one per person, not per transaction.

  • OdinduskOdindusk Member Posts: 763
    Congrats invitees. We expect full reports when the day arrives.
  • georgebjonesgeorgebjones Member Posts: 224
    I am jealous of this. I am crossing my fingers to get one of these. I will be very sad if I don't get one. :'( I have a pretty good relationship with the store managers in my area, so I might be able to find out. With those limitations it sounds like what the employees get, so probably 30% off entire purchase. But just a wild guess. I don't work for LEGO so don't quote me on that!

    Come to think of it. I was in the store the other day asking about brick Friday, and the manager was very dismissive, trying to get me not to get my hopes up for anything spectacular. But when I was in there today, I mentioned it again, and she got all excited and said "You never knooooooww." Now I have gotten my hopes up. I guess I will be checking the mail quite frequently...
  • oldtodd33oldtodd33 Member Posts: 2,678
    edited November 2011
    @madforlegos I don't think I will have a problem hitting the $99 mark either but my wife is nervous and has threatened to take my debit card.

    @kylejohnson11 I am in the Denver area which has 2 stores.
  • vwyntervwynter Member Posts: 1
    I received an invitation for the Bridgewater Commons Mall near Somerset NJ. Mine says 6 of 24.
  • sidersddsidersdd Member Posts: 2,432
    Mine said 2 of 19. And yes, it says you need to spend $100 for the Holiday Set #2. Forgot to clarify. Also, only one transaction allowed, and only one Set #2 per person.
  • stagusstagus Member Posts: 256
    Any idea what happens if you live in Scotland?? Our nearest store is Manchester? Just so happens I will be in Morecambe that weekend.....might pop down if I get an invite!
  • SupersympaSupersympa Member Posts: 534
    Is this US specific or around the world?
  • kylejohnson11kylejohnson11 Member Posts: 508
    This was from Toys N Bricks in regards to how it was determined. "Its true... the store manager at my Lego store told me that I was NOT on the list because this list was determined by the accumulated spending from 2009 to YTD... I actually saw the list and there are only 10 - 15 people on it"
  • MatthewMatthew Administrator Posts: 3,714
    @stagnus - Actually it's Liverpool, same as me (I'm in Manchester) The Manchester one is at the LEGOLAND Discovery Centre, which is run by Merlin Entertainments, and they don't do VIP points etc...
  • fascistfigfascistfig Member Posts: 15
    I spent quite a bit last year on Black Friday, but the crowd in the store was insane. This is a great idea.. will be sure to make it.
    VIP.jpg 700.5K
  • bmwlegobmwlego Member Posts: 819
    Not sure how the stores decided who to send the invites to but I am glad I got one so I can invite a friend from I LUG NY to come with me to this event. Not sure what the deals might be but this could be a great way to meet other AFOLs in the area who aren't in the LUG yet.
  • 12651265 Member Posts: 1,141
    edited November 2011
    Sounds like a cheesy feel good promotion.
  • madforLEGOmadforLEGO Member Posts: 10,757
    ^--- We will see I guess.
    I can say this, Id rather get Brick Friday deals a week before the actual black Friday at which I would not go to a mall anyway, so this helps me out, plus will have the ability to get the #2 holiday set which I wanted but again do not really like visiting malls after Thanksgiving if I can avoid it.
  • rocaorocao Administrator Posts: 4,290
    I didn't receive an invite and I must admit it's a bit frustrating. TLG continues to emphasize that experiences be consistent across the board and claim to strive to eliminate preferential treatment that ruins this consistency.

    A fellow LUG member received an invitation, and by the only seemingly quantitative measure TLG can evaluate our VIP membership -- dollars spent -- we know he spends only a fraction of what I do annually. This means, then, that there are additional factors, but without that information from TLG, the selection process reeks of inconsistency.

    This very well may be much ado about nothing because I think the promotional approach for Black Friday isn't great to start with (limited scratch cards where the majority of the discount is the same as it is for the entire day, reductions on a handful select sets), but if the intention of this program is to "reward" valuable VIPs yet some of the top spenders are left out in the cold without explanation, the promotion is certainly missing its mark.
  • brclark82brclark82 Member Posts: 217
    So I have worked for retail companies for quite a few years now, and although I realize it seems contradictory to what may seem right, most companies use this tactic and here is what it is. Customers who they know could possibly spend a lot of money (because they have at sometime in the past or from current speeding behaviors) but haven't recently done so are their main target. Most of us aren't their main target because we continue to spend money regardless. They are trying to attract customers who they think will spend money, but only given an incentive, and unfortunately most of us are not that demographic. But that's how business works.
  • rocaorocao Administrator Posts: 4,290
    edited November 2011
    ^ Thanks, I imagine this is probably the case, but I will seek the answer anyway.

    The issue I have is that I expect that the value of this opportunity will largely be the ability to avoid waiting in line early on the morning of Black Friday and avoid the crowd. It remains to be seen, but it doesn't seem like LEGO is offering any additional reward with value (they are advertising the Holiday set 2 with purchase of $99 and presenting it as a special opportunity). If our theory is correct about the targeted segment, I'm compelled to think this is something that could have also been extended to top spenders with little additional expenditure.
  • CrackseedCrackseed Member Posts: 90
    Awesome - I haven't gotten my invite yet, but if I do I'll be taking advantage of this. What a great idea :D
  • YellowcastleYellowcastle Administrator, Moderator Posts: 5,234
    If I get an invite @rocao, you can fly out East and we'll go together. :o) I will, however, require that you fill the niche subsequently left vacant by my wife and hold the car keys. :o)
  • rocaorocao Administrator Posts: 4,290
    ^ I have long suspected your wife was the one that filled the niches in your relationship
  • madforLEGOmadforLEGO Member Posts: 10,757
    I have spent a lot of money at LEGO stores; not the website. Hence I think this is why I have received this invite.
    I'm guessing if you buy a lot on you will not get one of these, as you have to RVSP at that store you have on your invite, NOT a corporate LEGO number.

    If those who have not received an invite have spent a lot then I'm not sure what the reasons are for getting an invite, other than you may be spending a lot but still not as much as x amount of others.

    I also have many VIP bucks saved up in my VIP account, which may be another possible reason for them to get me into the store to use them... Not sure.

  • LegogeekLegogeek Member Posts: 714
    Selection could be random or it could be following some sort of spending formula, chances are we'll never know.

    It would be interesting if those people that did receive an invite share with us the kind of spending they did do at the store they're being invited to - a little or a lot....???

    So far I have not received an invite. I don't expect one, but it would be nice if I did receive one. I happen to shop at two seperate brick & mortar stores. One is relatively new (South Coast Plaza, Costa Mesa, CA). My spending is so-so - at the SCP store maybe $300-$400 since they opened.
  • rocaorocao Administrator Posts: 4,290
    Clarification from Kevin Hinkle, LEGO North America Community Coordinator:

    "Good Morning LEGO Fans,

    Please allow me to provide a bit of information and clarification on the upcoming LEGO Brand Retail “Brick Friday” VIP Preshop event. As some of you are aware, a handful of fans who are in close proximity to our stores have received invitations to attend an exclusive “invitation-only holiday shopping event.” I have reached out to the Brand Retail team here in Enfield in order to obtain and share the following information to help clarify why some received these invitations and others did not:

    Q: How were the VIP members chosen?

    A: They were selected on the basis they were in the top 25 VIP
    members for their local store based on engagement and purchases
    since joining LEGO VIP and part of the top 5% of VIPs globally.

    Q: What about VIP members who didn’t get an invite?

    A: All LEGO VIPs will be allowed early access through
    on Saturday, November 19th so even if they did not receive a LEGO
    Store invite, they will still be able to shop early and receive all of the
    Black Friday deals and promotions.

    Q: What type of specials are the LBR Stores offering for “Brick Friday?”

    · 10% off of all purchases over $149.
    · Free Gift with Purchase Holiday Set 2 ( with purchases over $99‐ Limit one per person.
    · Free Holiday Pick-a-Brick Box with purchases over $75.
    · Pull Cards (scratch cards) for all guests, increments of 10%, 25% & 50% off entire purchase.
    · The Holiday Gift with Purchase Set 1 ( on sale for $9.99 during the event.

    Please feel free to share this information amongst your groups. I hope this helps provide better clarification, but please feel free to reach out to me if you have any questions, comments, or concerns.
    Thank you as always for all your help and support!"
  • rocaorocao Administrator Posts: 4,290
    And I've sent the follow up questions below based on that communication. If you have anything additional, let me know and I can pass it on:

    "Hi Kevin,

    Thanks for the clarification thus far. I actually woke up this morning with the intent of posting to the Ambassador forum requesting these details on behalf of my LUG and the community at large. The information helps shed some light on the process, but I have some follow-on points from it about which I'm seeking clarification. Please indulge me if you are able:

    "Q: How were the VIP members chosen?

    A: They were selected on the basis they were in the top 25 VIP
    members for their local store based on engagement and purchases
    since joining LEGO VIP and part of the top 5% of VIPs globally."

    Can you qualify what "engagement" means and how it was determined? Frequency of visits? Nominations from local store employees?

    Can you qualify what "top" means? Is this strictly a quantitative measure of dollars spent? If dollars spent is a component, is the nature of the item purchased a component, i.e. "Do all dollars count equally, or would certain purchases such as clearance items or program discount (i.e. 30% off LUG showcase) items be counted less equally?

    If there is a subjective component to "engagement", and there were more than 25 local VIPs in the top global 5%, how was this subjectivity reconciled? For instance, was the engagement simply used as a threshold where member X participated enough to be eligible, or was it used as a comparison whereby member X participated more than member Y and thus may be invited instead of member Y?"
  • madforLEGOmadforLEGO Member Posts: 10,757
    ^^--- hmmm, how does the scratch card promo work for the online sale?
    It is nice to see that the site will have the sales too.
  • kylejohnson11kylejohnson11 Member Posts: 508
    @rocao can you ask if Holiday Set #1 will be available via online purchase? Also how will the vip members be notified of the online sale?

  • MrKevinHinkleMrKevinHinkle Member Posts: 33
    Hello everyone,

    Thank you @rocao for helping to pass along this information to the Brickset community. I wanted to just step in for just a moment to help further address a few of the questions which have arrisen. Firstly, this promotion is unfortunately only running in LEGO Brand Retail Stores in North America. Secondly, as stated before, the search criteria was based on account activity and puchases since joining the program. I’m afraid that further details into which the selection process was conducted are unable to be shared externally. I have been assured that all VIP members, wheather invited or not will be able to take advantage of the special “Brick Friday” promotions. The preshop event is simply a chance for selected VIP members to participate a little earlier.

    I’m sorry I cannot be more specific than that. As always, please feel free to reach out to me with any questions or concerns ([email protected]). Thank you all for your continued feedback and support!


    Kevin Hinkle
    LEGO North America Community Coordinator
    LEGO Systems, Inc.
  • madforLEGOmadforLEGO Member Posts: 10,757
    ^--- Thanks Kevin
  • sidersddsidersdd Member Posts: 2,432
    Thanks for the communication rocao and Kevin.
  • LegogeekLegogeek Member Posts: 714
    edited November 2011
    Yes, thanks @rocao & @Kevinhink

    It's nice to know we can still have an early chance @ the holiday #2 set online.
  • kylejohnson11kylejohnson11 Member Posts: 508
    @Kevinhink will there be an opportunity to purchase holiday set #1 online like there is in store?
  • YellowcastleYellowcastle Administrator, Moderator Posts: 5,234
    Re: 10% Off purchases of $149.99 or that in addition to whatever is on your scratcher?
  • MrBerreMrBerre Member Posts: 246
    Question: is this limited to the US? Or the US and the UK? Because I wouldn't mind some discounts on [email protected] -- oh, and the opportunity to get both Holiday Sets as well.
  • rocaorocao Administrator Posts: 4,290
    Re: 10% Off purchases of $149.99 or that in addition to whatever is on your scratcher?
    Kevin confirmed that it is not, so it's a baseline of 10% off total unless you snare the unicorn that is the 25% or 50% scratch cards.
  • jadeirenejadeirene Member Posts: 474
    Does anyone know what the chances are of getting a 25% or 50% off scratcher? Is there a limited amount of scratch cards or are they given away throughout the day? I know it's still speculation at this point, but if anyone knows what they did last year or has any insight about this year, I'd really appreciate it.
  • rocaorocao Administrator Posts: 4,290
    The scratchers are "while supplies last". In general, you'll want to be there during the first 1-2 hours of the store opening.

    I remember at some point that someone claimed to have inside knowledge of the distribution, but the ratio of 25-50% off posted seemed high at the time because I have never seen anyone receive anything other than 10% and I've been there for the first hour two years running.
  • bmwlegobmwlego Member Posts: 819
    edited November 2011
    I'll be in attendance but won't be going nuts as 10% is not much of a discount when I routinely get LEGO from other retailers for 30-90% off. It is nice that we are being offered a discount and I am appreciative so I'll most likely buy the 2012's.

    I'll be going for the experience and hanging out with LUG mates as well as for the possibility of meeting other AFOLs who might not know of the LUG.
  • YellowcastleYellowcastle Administrator, Moderator Posts: 5,234
    @rocao - my wife and I have lucked into 20% scratchers twice these past 5 years. As far as the number of scratchers, our local store usually has plenty heading into early afternoon. And since everyone at a LBR or online gets 10% Off, the notion of hitting a $149.99 mark is at the very least misleading.
  • 12651265 Member Posts: 1,141
    I have supported and spent a good deal of money at the two local Lego stores, along with Lego online, and I'm not disappointed one bit that I didn't receive an invite.

    We all know that the best deals to had are from other retailers and online stores. Not only that, i spend much on auction sites, i.e., eBay, to get some of the older and/or discontinued sets.
  • YellowcastleYellowcastle Administrator, Moderator Posts: 5,234
    @bmwlego - the discounted sets on Black Friday are usually pretty nice too...I still salivate over the $8 Pirate Tic Tac Toe sets I picked up one year. :o)
  • LegoFanTexasLegoFanTexas Member Posts: 8,404
    This will be my very first Black Friday buying Lego. It was only last Christmas that I came out of my dark ages, not having touched Lego for over 20 years. Picked up the yellow cargo train for my 5 year old son last year for Christmas, not even thinking anything of it. I was in the mall to buy an iPad from the Apple store and it turns out the Lego store was right across from the Apple store. I walked in, curious, no idea about any of it, walked out with the yellow cargo train.

    My son opened it Christmas morning, went completely nuts, built it, needed more track, so I went to the store a week later (darn it, should have gone Dec 26, but I didn't know), bought more, and now we have an entire dedicated Lego room.


    I must say, I've really gotten into it, I'm setting aside time on Black Friday to visit the Lego store and I'll be there Dec 26th as well.
  • legoDadlegoDad Member Posts: 529 my invite a couple days ago(i'm 8 of 16 invites). Let anyone in ILUGNY know if they want to come down to the Queens Center Mall store with me...we can partaaaaaaaaay!
    I like the new scratch cards off the entire purchase. Last year, in my local shop it was a scratch % off one item only.
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