For one thing, as already noted above, the 10% discount can be obtained at lego.com. So it would be great to know upfront whether it is even worth taking the time to go to the store to begin with. A big part of the Black Friday marketing strategy is convincing people to get out of bed and shop. A savvy consumer will carefully choose which stores to hit and in what order.

Also, I could bring any number of relatives or friends with me to the Lego store in order to increase the odds of at least one person in the group getting a discount better than 10%. Knowing the chances of getting a 20% off discount would obviously help in determining how many people to include. Of course, this strategy also assumes that it would somehow be feasible to get everyone's purchases merged into one bill. Most likely that won't be easy based on the information being shared here. But failing that, it would still theoretically be possible for everyone to purchase the same exact sets and then just keep only the ones with the greatest discount while returning the rest. Now would I really spend the energy to do that? Probably not. But my I am just brainstorming here. I suppose some folks might take offense to me sharing my thoughts but I doubt I am the only thinking along these lines.

Regarding the notion that Lego will be willing to allow a shopper to grab more sets after finding out the discount percentage because they are going to make more money anyway, that's not necessarily a valid assumption. The business is run based on maximizing profit. If they weren't concerned with that then they'd just give us all a 50% discount and everyone would be very happy (YAY!). But clearly they've taken the time to strategize and come up with this lottery system under the assumption that folks will poor into the store hoping to get 50% but will ultimately settle for 10%. Allowing the 50% winner to go grab more sets at the deep discount surely flies in the face of their intended business model. I understand that you are suggesting to ask for just one or two more large items, but it still seems an unlikely value proposition for the store..

Mofo Jones wrote:mkoesel, here's a suggestion for you: Instead of trying to figure out a way to quasi-quasi-quasi-legally* weasel a bigger discount out of your local LEGO store, why don't you just go down there on Friday, take the amount of money that you are willing to or can afford to spend, pick out what you want, get in line, take whatever discount they offer, and then, if you happen to be a lucky person who gets a 50% discount, ask very nicely if you could pick up another couple of sets.

Have those sets in mind, don't step out of line or anything, just ask nicely. Example: "I'd really love to add a UCS Imperial Shuttle and a Tower Bridge to my order, may I do that?" That puts the ball in the LEGO store's court as to say no or not. They're still going to make money, so I can't see why they wouldn't let you get a few more sets. Going in with the attitude that they need to tell everybody how many of each % level of discount is pointless. I mean, you get one shot unless you're willing to stand in line again. You'll get at least 10% off. Call it "luck of the draw", enjoy the discount on what you get, move on with your life.

*not a typo.