Spending bitcoin is not much popular. This needs to increase to make people buy stuffs directly with bitcoin without going for an third party or exchange to convert the bitcoin to fiat and go for the purchase.
What makes you think that spending bitcoin isn't popular? That's why the price of bitcoin reach higher price because it did made the demand of bitcoin higher.
The more people that are keep on spending bitcoins then that's making the value of bitcoin higher.
And that's easier now since each country has their very own local exchanges.
Spending bitcoins is not that popular compared to how popular bitcoin is used as an investment/asset. The popular way to buy something out of bitcoins is to convert your coins into your local currency first. The price of bitcoin has increased drastically because of the people investing in it, buying it, not because people have been spending their bitcoins. The demand of bitcoin is increased by bitcoin's popularity.
If people will continue spending bitcoins in a company, let's say, Company X (just random name). After accumulating enough bitcoins, Company X will dump sooner or later because they have to pay their employee in real life using fiat mostly. Ultimately, spending bitcoins will decrease the price of bitcoin.