The management keeps their incoming bitcoin and use them to pay some of their suppliers or at other merchants who accept bitcoin. (blog.blockchain.com)
But there's lots of other merchants as well, so take a look to see if you have any online purchases planned. (dannydealguru.com)
Many retailers carry a selection of gift cards that can be spent with other merchants, both online and brick - and - mortar. (valuepenguin.com)