I used to be like you... Go for merch... go for one person. Not anymore. I can find most merch online far cheaper than con rates, including some comics.
I still like going for merch because there's always going to be at least a couple of booths selling something interesting I probably wouldn't otherwise think about purchasing but end up really wanting when I see in person.
I've also gotten lucky with some bulk discounts on old comics and magazines at the last few cons I've gone to. I just prefer digging through long boxes and haggling. It's part of the collecting experience for me. Like I found someone willing to give me tons of old pristine issues of Dragon magazine from the 80s for $5 a pop. Those same issues were going for 2-4x those prices online.