$1.7M BFCM: Inside Montana Knife Company's Black Friday

In this episode of The Unofficial Shopify Podcast, Kurt Elster interviews Brandon Horoho, co-founder of Montana Knife Company (MKC), to dissect their Black Friday success, which saw $1.72 million in sales, doubling the previous year's performance. Brandon shares insights into their strategy of catering to four distinct customer personas (hunting, culinary, everyday carry, and tactical) with specific product drops throughout the week, without discounting knives. He emphasizes the importance of owning customer data, aggressive email marketing, and a unique VIP program for high-value customers. Brandon also touches on MKC's focus on American manufacturing, their upcoming move to a new facility, and plans to introduce a folding knife to their product line in 2026.