It will definitely soften up over the first little bit to feel more like the model you would have tried in the showroom. I usually tell people it will take between 30-60 days to get the true feel for the bed. The Allura having the HD foam will be at the later end of that range. If you want to try and speed the process up, you can always walk on the bed to try and get it to soften up quicker for you.
I bought this mattress around mothers day and it took me about 6 weeks to get used to it. At first I was asking myself what did I do, but now it's one of the best investments I have ever made. It did soften up over time. My advice to you is to keep it chugging away for at least 6-8 weeks and you should be happy.