My first LotR buys are Gandalf Arrives, Shelob Attacks, Attack on Weathertop, and Mines of Moria, just to get all of the Fellowship. I might pick up Helms Deep, too, but I think I'm going to wait a little bit. I'll get Helms Deep and the Uruk-Hai Army sets a little later in the Summer, in August or September. But damn, I have hype. TRU.com is listing the Helms Deep set now, and the pictures they have of it are really making me question my ability to wait.
Watching that Moria review, I love the exposed brick pieces that I THINK are new for LotR. Those will be great in some medieval MOCs.