Gosh I feel like we splurge on everything these days, a product of getting older I guess. The main ones that come to mind:
Outdoor adventure gear - whether it's a new mountain bike or skis, or a $90 pair of snow gloves for 9yo DS (last weekend, lol!), we don't buy cheap when it comes to our gear. We need to know that we can trust it, and are not willing to waste money on things that will only last a few outings.
Food - especially eating out. We do it a lot. Like, 4-5 times/week. And almost never fast food. When I do grocery shop, DH never wants anything frozen, boxed or canned. Everything has to be fresh, homemade. Our total food budget is probably insane. I don't even want to know.
Entertainment - we have season tickets for all of the touring Broadway shows that come to town, season ski passes (for multiple ski resorts), and season water-park passes. And if we want to go to a movie, museum, amusement park etc. we just go, cost is never really a thought.
Travel - this has definitely creeped upwards over the years. We used to make a point to only take one vacation per year. Then we started slipping in a few long weekend trips too. Now, we pretty much just go where we want, when we want.
That said, we really do cut back in ways that other families may not. We own far less house than we could afford, and have no car payments. I own no jewelry, and our household electronics are all many years old (and were not "good" even when we bought them). We don't really get into decorating at home, and all of our furniture/appliances are very basic.