The salespeople were helpful without being pushy. My wife and I went in knowing which mattress we wanted (external research), but still wanted to see the other models. The salespeople let us browse without being pushy or stalker-ish. They didn't try to push other more expensive models, and in fact gave us a discount.
A super-awesome King sized mattress was one of our "big" purchases. We were both students for so long that buying anything bigger than a movie ticket seems like a luxury, and is always nerve-wracking to put down that much money at once. But the salesperson we dealt with was friendly, and didn't make us feel uncomfortable at all.
We got the mattress we wanted without the "used car salesman' vibe.