Once you enter the store and find a potential new bed, kick your shoes off and lie down. Spend a few minutes on your back, your side and your stomach -- however you normally doze off at home. The store's staff won't mind -- in fact, they should encourage it.
This year has been a breakout year for one of humanity's oldest consumer goods - the mattress. In retrospect, the industry was ripe for disruption. Most mattresses are made by two companies, resulting in a mattress market that ended up driving prices unnecessarily high for shoppers.