Privacy Policy

Last updated: April 16, 2026

Valley Firearms ("we," "us," or "our") operates valleyfirearms.com. This page explains what data we collect, why we collect it, and the rights you have over that data.

Data we collect

• Analytics. Anonymized pageviews, device type, country, referrer, and session duration. We do not collect IP addresses, names, or any personally identifiable information through analytics.
• Newsletter. If you subscribe to the weekly digest, we store your email address and subscription preferences. We never share or sell this list.
• Affiliate click tracking.When you click a retailer link, the affiliate network (AvantLink, CJ/Impact.com) may set a cookie on the retailer's domain so they can credit us if you complete a purchase. We do not receive your name, email, credit card information, or order contents. We only receive confirmation that a commission was earned.
• Email correspondence. If you email us, we retain the email so we can reply and so we can look up past conversations. You can request deletion at any time.

How we use it

• To understand which content is useful so we can make more of it.
• To send the weekly digest you signed up for, and nothing else.
• To receive credit for affiliate commissions when you make a purchase.
• To respond to questions, corrections, and tips.

What we do not do

• We do not sell your personal information to anyone, ever.
• We do not share newsletter lists with other publishers or retailers.
• We do not use dark patterns in our subscribe or unsubscribe flows.
• We do not run remarketing pixels for our own paid ads.

Your rights

Under the California Consumer Privacy Act (CCPA), the EU General Data Protection Regulation (GDPR), and similar privacy laws, you have the right to:

• Know what personal data we hold about you.
• Request that we delete your personal data.
• Opt out of the "sale" of personal information (we don't sell it, but you can confirm this).
• Correct inaccurate personal data.

To exercise any of these rights, email privacy [at] valleyfirearms.com. We respond to all verified requests within 30 days.

Cookies

We use first-party cookies for core site functionality (remembering preferences, session state) and third-party cookies for analytics and affiliate tracking. You can disable cookies in your browser; the site will continue to function, but some conveniences (like remembering your filter preferences on the deals page) will not persist.

Children's privacy

Valley Firearms covers firearms, which are subject to strict age-of-purchase laws. Our content is intended for adults. We do not knowingly collect data from anyone under 18.

Data retention

We retain analytics data for 26 months, newsletter subscriber data until you unsubscribe, and email correspondence for 3 years unless you ask us to delete it sooner.

Changes to this policy

We'll post any material changes to this policy here and update the "Last updated" date at the top. If changes are significant, we'll also note them in the following week's newsletter.

Contact

Privacy questions: privacy [at] valleyfirearms.com
General contact: hello [at] valleyfirearms.com