Those shops are inside a country which has its own currency in which they have to buy the goods they (re)sell and they pay the taxes.
I think that you expect too much if you think that they will put away more bitcoin than their profit.
Clearly, only few will do even that. If the market trend will go upside, the number of holders will also rise.

The only "suckers" are the only ones that  bought at 1000$ and around.
Some bought at under 1$. They are not that gloomy as you...