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
In 2017 I used BTC a few times to buy games on Steam - back when they were working with Bitpay, but then BTC fees skyrocketed and Steam and some other businesses have dropped Bitcoin and didn't add it back after the fees have normalized. Aside from that I haven't seen any services that I use that accept Bitcoin - though I've seen a lot of sites accepting donations in BTC, which is great. I'm hoping that Lightning will make BTC more accepted everywhere, maybe it will even make international payments easier and I'll be able to buy some new things that are too expensive or inconvenient to buy right now for me.