Buy the RS5000X shocks before replacing the tires. Better to try a $200 change than a $1,000 change first. I run RS5000X shocks on 35" E-rated Duratracs and honestly it's still better than stock. (The Duratracs are more flexible than most tires, though.)
If you are considering buying Fox shocks, consider buying them pre-tuned for the TJ.
@pcoplin is one vendor that is respected here. Accutune is another brand I have heard of. They both should have several reservoir and non-reservoir options for the TJ. You can give them the weight on each axle on the rig and they'll tune it to your rig, not just a generic model.
One less discussed option would be to install softer springs. Stiffer springs reduce body roll and deflection due to loading, but also provide a harsher ride particularly on the larger bumps. I would blame the tires or the shocks before the springs, unless I knew I had very stiff springs.