More online merchants need to accept bitcoin as a payment method.
I do not like that i need to first purchase gift cards then purchase what i want, i choose to shop at shops that accept bitcoin directly over a competitor that doesn't.

I think alot of merchants don't believe bitcoin will be used a lot if they decided to accept it (pretty sure i read this about amazon somewhere) but on top of saving the merchants a lot of money in the form of fees, i reckon it would bring more business, overstock are happy with Bitcoins performance and i saw or reddit or coindsk, bitcoin beat the expectations of Expedia when they began accepting it.

I believe there are people out their with bitcoin and are holding, not just for potential value increase, but also because bitcoin isn't readily accepted at their preferred places to shop.