That's actually a thing about to happen.. look back at 2-3 years ago, we had nowhere to spend our cryptos but exchanges while now we have lots of online well known stores selling stuff / services and, depending in where you are from, you can even buy it in offline stores.. lots of stuff for us to spend our cryptos in a daily basis.
I don't know what exactly you mean by competitive prices but here, in Brazil, many stores will offer you some discount if you use BTC (or cryptos) as payment method.. they are aware of the growth the coins had lately so they are trying to take advantage of it