The Ecommerce Playbook Podcast

Hosted ByTaylor Holiday & Richard Gaffin

2020 transformed the world of ecommerce forever. For the modern DTC brand, the rewards have never been greater. But the waters have also never been choppier, and the way forward has never been more uncertain. So how do you navigate this dangerous new reality? No matter how you do it, you’d better not do it alone. That’s where the Ecommerce Playbook Podcast comes in — join Common Thread Collective’s Taylor Holiday & Richard Gaffin as they bring you guiding insights from across CTC’s portfolio of growing DTC businesses. Whether you need a clear view on the macro issues affecting the world.

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The Ecommerce Playbook | Five Black Fridays in One Week at Montana Knife Company

October 29, 2026 The Ecommerce Playbook Podcast 00:26:51
The Ecommerce Playbook Podcast
The Ecommerce Playbook Podcast
The Ecommerce Playbook | Five Black Fridays in One Week at Montana Knife Company
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Brandon Horoho, co-founder and CMO of Montana Knife Company (MKC), joins Taylor Holiday live at Commerce Roundtable in San Diego to break down a Black Friday strategy built around product drops. MKC creates five distinct shopping events across the week, giving customers reasons to buy full-price knives as new products and inventory become available.

Brandon explains how the team plans those releases around different customer interests, gives each launch its own email and SMS push, and schedules additional drops after Cyber Monday to keep selling through the Christmas shipping cutoff.

In this episode:

  • Creating five Black Friday shopping events around culinary knives, pocket knives, and other product categories.

  • Using product availability to generate excitement without running public discounts on knives.

  • Why MKC sends each holiday event to its full audience instead of segmenting by customer interest.

  • Planning BFCM launches around real manufacturing capacity and inventory constraints.

  • Keeping products available for December shoppers after earlier years left the brand sold out before Christmas.

  • Building demand through organic content and collaborations when paid advertising options are limited.

This episode is brought to you by:

– Trybe: https://bit.ly/4xXvD08

– Alia: https://bit.ly/4yuP8ON

– Bill: https://bit.ly/4e9JQQm

Show Notes: