Go on the motorcraft site, put in your closest big city and distributors (not dealers) may come up. Many of these places are no-frills counters that sell to pros and may sell products to DIYers at a nice discount. Mercon V is around $5 bucks for me, getting close to supertech (and there is never enough in stock, not even worth to bother if there is a sale).
If you do 30K OCIs I think that is more than enough, unless you are doing racing or towing. Then consider synthetic ATFs (as mentioned by 69GTX) such as Mobil and Amsoil (not sure of its viscosity). Those are $10+qt, hard to say under normal use if it would matter.