Potions serve more utilitarian purposes, and it's up to you to decide whether to make use of them. The most common is the Swiftness Potion, which can provide you a handy boost in speed while going after annoying quest objectives indoors. These are generally MASSIVELY overpriced, because people know how useful they are. I opted not to spend the gold since Warriors are already fairly mobile, but slower classes may benefit greatly from these.
Heirlooms. At the bare minimum you make sure all the armor pieces upgraded to 110, since this is the lion's share of your experience increase. Neck and Ring upgrades are secondary, but still important due to being able to enchant them. Trinkets can't be enchanted, but you'll want them at max as well, if only to save time by not having to worry about replacing them as you level.
Many players who already have higher level characters create alts that they level to a certain point and then stop. Often, these twinks are level 18-19, 28-29, 38-39, etc. for the purpose of going to battlegrounds at the top of their tiers and kicking butt. Since these twinked characters are owned by higher level players with lots of cash, they usually outfit them with the best gear available at their level. Thus, items that require level 17-19, level 27-29, or any other items around this level, with good stats or dps, often sell for much higher prices than they normally would. This is especially true on an older server, and also especially true of blue (rare) items. In general, "good stats" include Cloth "of the Eagle" (for mages, warlocks), Leather "of the Monkey" (for hunters and rogues), and Mail "of the Bear" (for warriors/paladins)as well as weapons with these suffixes that can be used by the right class.
The upcoming raid, Battle of Dazar’Alor, tackles this problem by having the Horde and Alliance have two raid stories — and the opposite faction will temporary flip sides for flashbacks that show the whole story. The Alliance storm the Zandalar capital and gain a massive upper hand in the war. From there, the writers will have to balance a compelling Alliance story with the rising threat of the Old Gods (and, of course, the ongoing Horde story.)