The Cheese #93 🧀 - Best Start Ever, Cam's Vegas Bet, and Whatnot Part 9

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We are in new territory. This has been the best start to a month in company history. It's rivaling July 2020, which was the previous winner, and that was the month our Netflix series dropped. Second place isn't even close in revenue.

We're going toe-to-toe with it right now, and we should take a nice lead today. Our pre-Black Friday mystery box is dropping literally as you read this, and we're estimating it sells out in less than an hour.

Whatnot is off to a fast start too. We're already at a tad below $250k for the month, and the forecast has us hitting around $520k. That would significantly beat October's record of $493k.

Over $500k also means Cameron wins our bet. I told him if he did a $500k month, I'd take him to Vegas for a couple of days. Cam and the Whatnot team are just straight cooking right now. Everyone's firing on all cylinders and putting up really impressive numbers.

The truckload of items we bought from a business that had gone out of business has been the gift that keeps on giving since March. November is already a new record for it at $30k in revenue, and we're only on the 13th.

Amazon is doing well, but we haven't seen the holiday pop yet. I don't think that's expected quite yet. The craziness of Amazon should start in the second half of the month.

Membership is back up to the max number we can sell, and now we're just trying to hold it there. We just got through the part of the month where churn is usually the worst, when some people get this month's box and don't like it. We navigated it without going in the wrong direction, which is pretty cool.

The next test is the 16th. That's when we take a big churn hit, a combination of people who cancel after they renew and the passive churn we've been working from the previous month. It's the day we officially take the L and fully cancel those accounts. It'd be cool to navigate both of those and keep the momentum going.

On the AI side, Luke and I have been building a CS agent that handles a lot of the basics, like "Where is my order?" and super simple questions where a human isn't really needed.

For most brands, CS was the first place they tried to put AI, and I think that's typically a mistake. We're looking at it through one lens: how AI can give the customer a better experience. That's the most important thing, and sometimes that just means getting them an answer faster than a human could.

Next week I'm heading to Vegas for 2 days with my dad. I'm a few points shy of keeping my MGM status this year, and keeping it is beneficial for everyone lol. The plan is to hit some slot machines, lock in the status, and use it next year for free rooms and comps. Let's get into the rest!

How We Built a 7-Figure Whatnot Channel Part 9: The Fork We Took

Part 9 is live. Why we went exclusive with Whatnot over TikTok Live and eBay Live, and what 2026 has looked like so far: $3,611,416.99 in revenue through the first week of November, compared with $1,654,446.14 for all of 2025. The new hosts, the September dip, the truckload, and where the second channel stands.

SKIMS Advent Calendar Refund: Why Letting Buyers Keep It Was the Right Call

SKIMS sold a $148 advent calendar full of hair ties and scrunchies, TikTok roasted it, and SKIMS offered a full refund or full store credit to anyone who keeps it. I think the keep-it-plus-credit move was the smartest thing they did this week. Here's why, plus the caveats.

James Dyson: How a Vacuum Cleaner Idea Turned Into a Global Technology Business

Lhea's latest. James got fed up with his Hoover losing suction in 1978, built 5,127 prototypes over roughly five years, and Dyson did £6.13 billion in revenue in 2025.

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That’s a Wrap on This Week’s Cheesy Scoop! 🧀

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Team Online Queso