Bring your pillow to the showroom and lie down on the bed for at least 10-15 minutes. Don't feel ashamed, it's a 350-1000+ investment!
And, price compare. The stores all carry very similar mattresses but with different names, wicking, percentage of each foam in the pillow top. Get the best price you can at one place (echoing the comment above, don't pay more than 50% of the listed price), say you'll think it over, then go somewhere else and get them to compare. The stores all have different names but each store has a book with their comparable brand. Make sure you try it out before buying.
I got a Simmons BR ("World Class" == same everywhere but their brand was something stupid like "Emerald Dawn") at the Brick after price comparing at Sleep Country, Simmons Mattress gallery, and Sears. Neither would match everything, and the Brick threw in one of those mattress covers and free delivery, plus 50% off the frame. Wound up being $125 less than the closest price match. (incidentally Sleep Co was a miserable experience for me - they tried to steer me to an inferior bed; when I showed them the stats, they wouldn't listen and the manager let me walk out angry rather than try to sell me a mattress. Each store and experience will be different! Buy from the one that makes you happiest).
There's dozens of mattress retailers, might as well have them compete for your business!
I can't recommend highly enough a good mattress, I love mine and haven't regretted buying it in the two years we've had it.
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