My local Walmart had a couple for sale like this, labeled Firecracker but with no red coloring to speak of at all. I'm wondering if a batch was mislabeled, or if they're just pale because of lower-light growing conditions or something. I'm interested to see if yours gets redder with time/sun.

This is a picture of a plant at a Walmart so I don't know its full story, but it was indoors for what seemed to me like at least a couple months.