This time of year, consumers are dreaming of the tryptophan-induced naps they'll be taking at the end of the month. But for retailers — sleep will have to wait.

Black Friday week is just around the corner and it's crunch time. Big players like Amazon, Walmart and Target have already teed up what's to come — and it's deals, deals deals.

But how low will retailers limbo on price to undercut their competitors? If you ask Charlie O'Shea, lead retail analyst at Moody's Investors Service, the answer is far too low. In fact, it's likely to be the most promotional season in the 15 years he's covered the holiday. But that doesn't mean there's nothing in it for retailers that can't sacrifice margins to compete against the big players.

On the podcast this week, O'Shea argued that smaller retailers need to stick to their own branding and apply experiences that fit — whether that's closing on Black Friday like REI, or raising the bar on service like Best Buy.

Have no doubt, there certainly will be winners and losers, but it's important to remember, "it's a long season," according to O'Shea. 

So sit back, relax and tune into what you should know before this Black Friday. You can stream the episode below or subscribe on iTunes or Stitcher.

This story is part of our ongoing coverage of the 2017 holiday shopping season. You can browse our holiday page and sign up for our holiday newsletter for more stories.