For me it was "buy high quality pillow" because you sleep for one thrid of a day etc. I needed a new pillow anyway so I came to the store and bought the best they had. And it was ... ok. Like it's a fine pillow but my sleeping haven't improved really, it's basically the same. So I was disapointed :(
On the pillows, I’ve never had any good luck buying pillows in the past. I tried Beckham Hotel Collection recently because it was the best seller on Amazon, and I figured why not. The king size is definitely the comfier pillow. It’s fluffy but it also gives and sinks in just the right amount. And it wasn’t even nearly the most expensive pillow I was looking at. YMMV but may be worth a shot.