Not 'cycling'.
There are people on here in the 'music biz' and people who believe (with good reason) that lower speeds, better walking/cycle facilities/infrastructure can improve/revitalise local areas (the shop is in The Grassmarket).
Obviously the record industry (suppliers and retailers) has been altered significantly by the Internet and consequent 'shopping' habits. Similar things are happening with books and bicycles - though bike shops seem to be surviving better than some areas of retail.
Avalanche has clearly not just been hoping people walk through the door and has also been promoting music/local bands in ways that good bike shops promote 'cycling'.
An interesting read -
http://www.avalancherecords.co.uk/2012/11/08/avalanche-to-close-january-6th-2013-a-statement