The study, commissioned by Saturn Visual Solutions and conducted by OnePoll, surveyed 2,000 full-time and part-time working UK adults.
They were asked to list the three most fun shops they had been to.
In Wales, almost a quarter (22 per cent) ranked LEGO® Stores as their top choice, cementing its position as the most popular toy store.
IKEA, the Swedish furniture store, came in second, with 17 per cent of Welsh respondents naming it the most enjoyable shop.
Interestingly, IKEA was also the favoured choice of both women and men across the entire UK.
Additionally, IKEA stores proved the most attractive to the younger crowd, as over a quarter of under-34-year-olds nationwide named it their preferred shopping destination, in contrast to the 16 per cent aged 55 and over.
Third place went to Lush, the most favoured cosmetics store among the Welsh, securing 15 per cent of the votes.
The Body Shop and Boots were named by seven and four per cent of respondents respectively.
Following its survival from two instances of administration, in 2013 and 2018, the music retailer HMV was ranked fourth.
The interactive teddy bear shop, Build-a-Bear Workshop, made it to the fifth spot, with M&S being the sixth most fun store for Welsh adults.
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Saturn’s CEO, Chris Welsh, said: “The retail sector is in a state of flux at the moment.
“One of the most important things retailers seem to be overlooking is that shopping should be a fun and enjoyable activity, which is why we thought this research was long overdue.
“It’s no wonder that many people prefer the convenience of online shopping when going into stores can be a pretty dull experience.”
He continued: “Times have changed (and continue to do so) and retailers need to recognise that people have lots of buying options, so the more fun and appealing they can make their stores, across all generations and genders, the more profitable they’re likely to be.”
This research was used in the production of a white paper by Saturn named ‘Re-energising retail – How the 2024 in-store experience is changing and what to do about it’.
