Can we talk about mattresses?

I'm in the market for a new, very firm mattress. Neither my wife or I like memory foam and want a spring mattress, and really prefer an extra firm beautyrest at a big retailer, but feel like we're getting scammed at a $1200 price point.

What are your tips to get cheaper mattresses for non foam lovers? I live in norcal if it matters.

Costco or other warehouse stores?