LOL. Looks like people want to hold on to their coins rather than spend them.
and you just learned why deflationary currency is a terrible idea.
But if the value in Bitcoins are rising, then the profit bitcoinstore.com made off of previous sales is rising rapidly as well. It's a win-win for them either way. They will get much closer to their goal because of appreciation even if they have a decline in sales.
Those aren't necessarily going to offset nice and equal like that. It isn't even likely that the number of sales lost, due to value people are holding out for, will match up the value BTC actually lands at.