Mattress Firm. DH and I live about 5 minutes from a Mattress Firm store, so when we decided to replace our mattress, we went there first. Mark, the salesperson, not only steered us to what we wanted without pushing a higher-priced thing on us, he made sure we were on budget even after taxes and delivery.
So, a few months go by and it's time to replace DD's mattress. We went back to talk to Mark. He was very affable with DD, making her laugh, and he remembered me. He sold us a mattress again on budget including the taxes. This was only a twin-size mattress, so I told him that DH would be there this weekend (he's out of town now) to pick it up in his truck. When Mark found out how close we were, he put the mattress in his truck and drove it over to our house after work, in the rain to boot.
DD says that when she's ready to furnish her house, she's going back to Mark for mattresses. I'm only sorry that a mattress typically isn't something you buy very often, but I will steer business to him whenever I can.