In the past I've looked at bikes (and bought later from the merchant) and bought accessories.

This year I will be looking for a new helmet and some winter gloves. I don't seem to notice if they are last year's style. There are usually lots of bargains

There are also a number of advocates for cyclists and various cycling committees with members maning booths.

Some people enjoy the extreme BMX demos. I think the music is too loud.

Something for everyone.