If you're staying 55" or under, you can get some amazing picture quality out of the higher end Sony, LG, and Samsung TVs, and for what I consider pretty reasonable prices. Watch something in true 4K on a good set and it's pretty amazing. I have a 65 inch Samsung with a 4K bluray player, and with the right material (Planet Earth II 4k BluRay) the quality of the image - contrast, vivid colors, detail - is really noticeable and enjoyable. That said, if you don't care about that, you can pick up a good deal on a lower end TV from the same manufacturers at any time - no need to wait for Black Friday. Like MA said, look at them at the store and see which has the picture you like. I think these modern digital TVs are easier to pick that way than the old analog CRTs, which would be tuned in the store to look crazy bright and contrasty, not at all representative of what you might get at home. The new TVs look pretty much like what you'll see at home, so I think it's safe picking what you want based on the store display.
(I've also heard Vizio can make good sets, but I only have experience with Samsung, Sony, and LG)