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Year later: Thank you so much for this reply, it's probably still helping a lot of people (myself among their number)

Favorite has to be Crushing Defeat xD Much cuter imo

Ah, figured it out. Had to click on the glass jar in front of the shopkeeper (not on the shopkeeper), instead of triggering a cutscene by walking in like the other two shops. 

After talking with the blacksmith and the magic store owner, the general store still won't activate the cutscene. I've tried talking to the general store owner manually as well and nothing happens. (Also tried talking to each store owner in different orders and it still wouldn't trigger).  
Running v0.0.16a