This would be very much appreciable if the shops or stores use the bitcoin as a medium of exchange. Everyday a shop or store needs to buy some goods to sell to make profit. It would bring more profits by trading with bitcoin.
A lot appreciable irrespective of whether they convert immediately or not. As far as I am concerned, their conversion to fiat has little or no effect on the value of bitcoin as that is basically being done by manipulation by those who hold a huge side of it and already sold a lot at the peak anyway. The market is very volatile and normally any shop will be insane to keep holding at this stage when they can stand a chance to lose pretty fast within a twinkle of seconds. So, who would not sell in such scenarios?