I have a bookmark with this exact same photo that my Welsh pen friend sent me c.1960. (I'm in America.) It has several other pics of Aberystwyth, and says "BOOKMARK BY FIRTHS" at the bottom.
Not much traffic.
I was delighted to find this lovely photo of Aberystwyth on the website of The Francis Frith Collection, as it was taken in 1925 – the same year my grandparents got married and went to Aberystwyth on their honeymoon! I imagine they must have looked very like the people in this view.