Your TV is probably on the wrong settings. How to fix that...

In the stores the TVs are set up to look good under bright lights...

You’ll need to change that when you get home. Consumer Reports has the ideal settings for home viewing on your TV. Check your settings - you may see an option for home or store setting. You’ll want that on the home setting of course. Next, freeze the set while there are faces or a lot of detail on there. Go to settings again and choose movie or cinema mode. That will give you the most natural picture. 

You want to avoid vivid and dynamic settings. Those are too harsh. Also, be sure turn off noise reduction and edge enhancer, you don’t need those for home viewing. If you have a motion smooth setting, turn that off too. It blurs the image and makes everything look like a soap opera.