LOL @ Sears!!! What morons.... Guess they never heard of that Firestone recall or anything.... Never got the memo from Ford re: the tire pressures....
35 PSI is probably a good starting pressure. However, the best way to find out the best pressure is to first weight the Explorer at a truck scale so you know the exact axle weights on the tires. Then, call BFG's tech support line with the tire model and size you're running as well as the axle weight on the tires (the tire will see roughly 1/2 the axle weight). BFG (or any tire manufacturer, for that matter) will have extensive load versus inflation pressure tables for any model and size tire they make. Their number will generally be the best compromise of tire life and performance for the given load that tire sees.
There are, of course, exceptions. If you run freeway exclusively, you may want to boost the pressure for better overall mileage, but as mentioned, that will accelerate the wear around the center of the tire. If running in deep, soft sand or snow, you can drop the pressure for better flotation and a wider footprint. But for daily driving on the road, I'd call BFG and get their numbers. That'll give the best overall performance and tire life IMHO.