Movie tickets.
It was the first purchase that I did and it was a huge experience as I realized how much superior Bitcoin really is.
When compared to logging to the banks website and filling all the necessary fields, it was liberating to just copy&paste the address and fill the amount.
Not to mention that if the person receiving the coins would have had different bank or if it would have been weekend, it could have taken several days for the transaction to be visible for the him.
There's a definite need for cryptocurrencies, as the current banking system is far from what you could expect with todays technology.