I imagine it would vary from vendor to vendor.
I didn't go to Focus last year, but I went to the Broadcast Video Expo last year, and you've got the usual lot like Sony, etc. purely there to show off new gear, but there were plenty of retailers there too promoting themselves and selling products (and doing killer deals). I imagine this will be similar, although I could be wrong.
At the BVE last year I got a pair of Beyer Dynamic DT-100 headphones and a pair of Beyer Dynamic DT-250 headphones for less than £100 total. Normally they're well over that each. A £500 Sennheiser microphone for only £300, a great video tripod for about half price, and a whole bunch of blank ink-jet printable DVDs cheap.