The Unofficial Shopify Podcast $1.7M BFCM: Inside Montana Knife Company's Black Friday
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Dec 30, 2025 Brandon Horoho, co-founder of Montana Knife Company, shares how they achieved a staggering $1.7 million over Black Friday without discounts. He reveals the secret sauce: five targeted product drops for distinct buyer personas and an aggressive email cadence. Surprisingly, he's excited when his repeat customer rate dips, highlighting his focus on attracting new buyers. Brandon also discusses VIP gifts that delight customers and the unique marketing strategies that set them apart, like curated gift boxes and rapid product launches.
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Run Persona‑Targeted Product Drops
- Do segment product drops by customer persona instead of one blanket sale to reach distinct audiences.
- Brandon Horoho ran five targeted drops across culinary, hunting, EDC, and tactical buyers instead of discounting knives.
Million‑Dollar Launch From A U‑Haul
- Brandon Horoho recalled selling over $1M of chef knives in ten minutes while driving a U‑Haul.
- He and his videographer celebrated the launch from a Subway during a road trip.
Build Paid Funnels Early
- Start paid awareness months before peak shopping to build a warmed funnel and capture emails.
- Brandon Horoho began aggressive Black Friday paid spend in August to prepare high‑ticket buyers.