Gardeners: Primrose help, please?

I have this weird thing for rescuing unwanted plants in grocery stores, Wal-Mart, etc. I found some pretty potted primroses on clearance at Kroger, marked down to $0.50. The plant was flowering and looked very healthy when I bought it.

I consider myself a horticulturist and generally I have a green thumb, but today I was shocked to find the plant almost entirely wilted and its overall color paler than normal.

It gets mostly indirect light, but plenty of it during the day. It said on the sticker that primroses like bright sunlight, is this the problem? I’m careful not to over-water.. the soil has felt moist so I didn’t water it for a few days.

I gave it a little water and put it in front of a sun lamp, but it hasn’t perked up any. Any suggestions?