Privacy Policy

Dance’s Sporting Goods – Privacy Policy

Effective Date: October 20, 2026

At Dance’s Sporting Goods, your privacy is important to us. This Privacy Policy explains how we collect, use, protect, and share your Personally Identifiable Information (PII) when you visit or make purchases on our website, use our mobile services, or interact with us online.

By using our Site or services, you consent to the practices described in this Privacy Policy.

1. Information We Collect

We may collect personal information from you in the following ways:

a. Information You Provide Directly

Name, email address, mailing address, phone number, payment information, or other details when you:
- Register or create an account
- Place an order
- Subscribe to newsletters
- Respond to surveys or promotions
- Use Live Chat or customer support
- Send us a message and photos through our Sell Us Your Guns form

b. Information Collected Automatically

Device and browser information
IP addresses
Cookies and similar technologies (see Section 6)
Interaction data for analytics and site performance

c. 10DLC Messaging Information

Phone number and consent to receive messages via SMS/text messaging.

2. How We Use Your Information

We use your information to:

Process orders, payments, and returns
Personalize your experience and deliver content/products you’re most interested in
Respond to inquiries and provide customer support
Administer promotions, surveys, or contests
Send marketing communications (with opt-out options)
Improve our website, services, and user experience
Comply with legal obligations

3. How We Protect Your Information

Sensitive information, such as payment details, is encrypted using SSL technology.
Access to personal information is restricted to authorized personnel only.
Transactions are processed via secure third-party gateways; we do not store full payment information on our servers.
We regularly scan for vulnerabilities to protect against unauthorized access.

4. Cookies & Tracking

Cookies are small files stored on your device to improve functionality and track usage. We use cookies to:

Remember items in your shopping cart
Save preferences for future visits
Compile analytics and traffic data
Track advertisements and remarketing campaigns

You can manage or disable cookies through your browser settings, but some features of the Site may not function properly if cookies are disabled.

Website usage statistics. In addition to Google Analytics, our website sends anonymous usage information to our own servers so we can improve the Site and find problems: which kinds of pages and which products are viewed (and whether they were in stock), what is searched for and whether anything was found, when an item is added to the cart or checkout is started, and website errors (such as which page had a problem). This is tied to a random ID stored in your browser (in local storage, not a cookie), not to your name, email, account or order, and we keep daily totals rather than a record of your activity. Search words and error details are kept only after personal information such as emails and long numbers is removed. You can clear this ID at any time by clearing your browser’s site data.

5. Third-Party Services

We may use trusted third-party services (e.g., Google Analytics, payment processors, shipping carriers) that help us operate the Site.
These services are required to keep your information confidential and may only use it to perform services on our behalf.
The Dance’s Sporting Goods mobile app uses the service providers listed in Section 13.

Third-party links: Our Site may contain links to other websites. We are not responsible for the privacy practices or content of these third-party sites.

6. Google Services & Advertising

We use Google services such as Google AdSense, Remarketing, and Analytics to improve user experience and show relevant ads.

Google uses cookies (e.g., DART cookie) to serve ads based on previous visits.
Users can opt-out via:
- Google Ad Settings
- Network Advertising Initiative Opt-Out
- Google Analytics Opt-Out Browser add-on

7. California Privacy Rights (CCPA/CPRA)

If you are a California resident, the California Consumer Privacy Act, as amended by the California Privacy Rights Act (CCPA/CPRA), gives you the following rights regarding your personal information:

Right to Know – You may request the categories and specific pieces of personal information we have collected about you, and the sources, purposes, and categories of third parties with whom it is shared.
Right to Delete – You may request deletion of personal information we have collected from you, subject to certain legal exceptions.
Right to Correct – You may request correction of inaccurate personal information we maintain about you.
Right to Opt-Out of Sale or Sharing – We do not sell your personal information for money. However, our use of advertising cookies described in Section 6 (e.g., Google Remarketing) may be considered “sharing” for cross-context behavioral advertising under the CCPA/CPRA. You may opt out at any time using the Google and Network Advertising Initiative opt-out tools linked in Section 6, or by emailing us at info@dancessportinggoods.com with the subject line “CCPA Opt-Out.”
Right to Non-Discrimination – We will not deny you goods or services, charge different prices, or provide a different level of service because you exercised any of these rights.

To exercise any of these rights, contact us using the information in Section 15. We may need to verify your identity before fulfilling your request. You may also designate an authorized agent to submit a request on your behalf.

We honor Do Not Track (DNT) signals and do not track users when DNT is enabled.

8. Children’s Privacy (COPPA)

We do not knowingly collect information from children under 13 years of age.
Our Site and services are not targeted to children under 13.

9. Fair Information Practices

In the event of a data breach, we will:

Notify affected users without unreasonable delay and in accordance with applicable law
Provide remedies in accordance with the Individual Redress Principle, allowing enforcement of rights against non-compliant data users

10. Email Marketing (CAN-SPAM Act)

We collect email addresses to:

Process orders and send order updates
Respond to inquiries
Provide product or service information
Send marketing emails (with opt-out options)

CAN-SPAM compliance:

No false or misleading headers or subject lines
Emails identified as advertisements where required
Physical business address included
Third-party email services monitored for compliance
Opt-out honored promptly via email or unsubscribe link

11. Mobile Messaging / 10DLC Compliance

By opting into SMS/text messaging, you consent to recurring messages for order updates, promotions, and alerts.
Participation is voluntary; service is not required to make purchases.
Message and data rates may apply; frequency varies.
You may opt-out anytime by texting STOP or clicking an unsubscribe link.
Text HELP for assistance or email info@dancessportinggoods.com

We comply with 10DLC regulations:

End-user information is not shared or sold
Opt-in and opt-out procedures are clear and documented

12. Sharing of Information

We do not sell, trade, or lease personal information to third parties for monetary consideration.
We may share information with:

Service providers (e.g., hosting, shipping, payment processing)
Law enforcement or legal authorities when required
Aggregated, non-personally identifiable data for analytics or advertising
Advertising partners (e.g., Google) as described in Sections 6 and 7, which may constitute “sharing” under the CCPA/CPRA

13. Our Mobile App

This section applies to the Dance’s Sporting Goods mobile app (“the App”). It adds to the rest of this Policy. The App is a companion to our website: it lets you browse our catalog, check order status, save items and get alerts. You cannot buy firearms, ammunition or other products inside the App; every purchase is completed on dancessportinggoods.com. The App does not contain advertising, and it does not use third-party advertising or analytics tools.

a. What the App collects and why

Account sign-in (optional). If you sign in with your website account, your email and password are sent securely to our store platform (BigCommerce) to verify them. We do not store your password. Your phone keeps a sign-in token in its secure storage, and you can sign out at any time.
Orders and transfers. When signed in, the App shows your order status, items, tracking and FFL transfer progress, and lets you re-order past purchases. It also looks up your loyalty points with our loyalty provider (Alpine IQ) using the email or phone number on your account.
Saved and watched items. Items you save, and items you ask to be alerted about (back in stock or price drop), plus the price you saw, are stored so we can send those alerts.
Notifications (optional). If you turn on notifications, we store your device’s push token, your notification choices, and (if signed in) your customer ID so we can send order updates, restock and price alerts, new arrivals, sales and event notices. You can change these in the App or turn notifications off in your phone’s settings.
On your phone only. Recently viewed items, recent searches, items you are comparing, and Brag Board posters you have blocked are kept on your device and are not sent to us.
Camera (optional). The camera scans product barcodes; only the scanned number is sent to us to find the product, and no image is kept. The camera and your photo library can also be used to add a photo to the Brag Board.
Location (optional). Only if you tap “Use my location” in Read the Water, your phone’s approximate location is sent to our server to find nearby water gauges, a town name, and the weather, sun and moon information shown with them. We do not store it. To do this we send coordinates to public data services (U.S. Geological Survey, NOAA, and OpenStreetMap or Open-Meteo for place names). ZIP codes or cities you type are handled the same way.
Feedback. If you send feedback, we receive your message, the email address you choose to enter, your app version and phone type, and your customer ID if you are signed in. It is emailed to our staff so we can respond.
Brag Board. If you post, we store your photo, caption, and your first name and last initial, which are shown publicly in the App once approved, along with your customer ID for moderation. Posts are reviewed by our staff before they appear. You can delete your own posts, report or block others, and we may remove posts or accounts that break the posting rules. Do not include personal information about others in photos or captions.
Anonymous usage statistics and error reports. To understand how the App is used and fix problems, the App sends us anonymous information to our own servers: which screens, categories and products are viewed, what is searched for, which products are opened on our website, which features are used, roughly what time of day the App is used, whether you opened one of our notifications, whether you are signed in (a yes or no only), and crash and error details such as which screen had a problem and what went wrong. This information is tied to a random ID created for your installation of the App, not to your name, email or account, and we keep daily totals rather than a record of your activity. Search words and error details are kept only after personal information such as emails and long numbers is removed. We do not use third-party analytics or advertising tools in the App. If you visit our website from the App, our website’s analytics can tell the visit came from the App.
Caliber alerts. If you ask to be told when an ammunition caliber is in stock (optionally under a price per round), we store that choice with your device’s notification token so we can send the alert.
Shared wish lists. If you tap “Share my wish list,” we store the products on that list (and the first name on your account, if you are signed in) under a link for up to a year. Anyone with the link can see the list and the first name. We do not store your email or other details with it.
App-only deals. Copying a deal code is counted as part of our anonymous usage statistics described below.
Your profile (optional). Interests, favorite camo patterns and clothing and boot sizes you choose are kept on your phone, including any extra profiles you add for family members or gift recipients (for example a name such as “Wife” or “Son” and their sizes). Only the interests in your own profile are sent with your notification settings (tied to your device’s notification token, not your name or email) so we only send news you care about.
Product reviews and questions. If you rate or review a product, or ask a question about one, in the App or on our website, we store your rating, review or question and the first name and last initial you give, and show them publicly under the product (questions only after our staff answer them). If you are signed in, or enter an order number and email, we check whether you bought the product so we can show a “Verified Buyer” mark; we do not publish your order details or email. If you give an email or turn on notifications, we use it only to tell you when your question is answered. Our staff may remove any review or question.
Ask the counter (messages). If you send our staff a message, we keep the conversation, the name and optional email you give, any photo you attach (emailed to our staff), and your device’s notification token so we can tell you when we reply. Our staff may archive a conversation that needs no reply, or delete a conversation; a deleted conversation is removed from our records and is no longer available in the App. If you write again in an archived conversation, it is reopened.
Passkeys (optional). If you add a passkey to sign in, we store its public key, a name for it (such as “iPhone passkey”), the dates it was added and last used, and your customer ID. The private key and your fingerprint or face data stay on your phone or in your Apple or Google account; we never receive them. You can remove a passkey in the App at any time (Orders tab), or email us to have your passkeys deleted. You can always sign in with your password instead.
Voice search (optional). If you tap the microphone in the search box, the App uses your phone’s built-in speech recognition (provided by Apple or Google, which may process your voice on their servers under their own privacy policies) to turn what you say into search words. We receive only the resulting text as a search; we do not receive or keep the audio. The App asks your permission to use the microphone and speech recognition, and you can turn them off in your phone’s settings.
Catch & harvest log. Entries, photos and locations you save in the log stay on your phone and are not sent to us. If you tap “Use my location” in the log or in Hunting & fishing spots, your location is sent to our server only to look up conditions or places nearby and is not stored.
Order pickup. If you mark an order as picked up, we update that order’s status in our store system and note that you did so in the App.
Recommendations. “Customers also viewed” is built from anonymous counts of products viewed close together on the same device or web browser (in the App and on our website); it is not tied to your name or account.
App cart. Items you put in the App’s cart are kept on your phone. When you check out, the App sends the cart to our website’s checkout, where your order, payment and delivery details are handled by our store platform as described in the rest of this Policy. The App itself never sees your payment details.
Technical data. Our servers log standard technical information such as IP address and request time for security and reliability. Links from the App to our website include a tag (“utm_source=dances_app”) so our website analytics can tell the visit came from the App.

b. Who we share App information with

We do not sell App information. We use service providers to run the App, only for that purpose: BigCommerce (store platform and your account), Vercel (hosting and photo storage), Upstash (database for alerts, Brag Board records, messages, reviews and usage totals), Expo, Apple and Google (delivering push notifications), Alpine IQ (loyalty points), our email provider (feedback and moderation email), and the public data services named above for Read the Water. Photos you post to the Brag Board are visible to other App users after approval.

c. Your choices

You can use the App without signing in, without notifications, and without sharing your location, camera or photos. Permissions can be changed in your phone’s settings.
To access, correct or delete the information we hold about you from the App (including alerts, saved items and Brag Board posts), or to delete your account, email info@dancessportinggoods.com or call 804-526-8399. Uninstalling the App removes the data stored on your phone.
The rights described in Section 7 apply to App information as well.

d. Age

Because our catalog includes firearms and ammunition, the App is intended for adults and is not directed to anyone under 17. We do not knowingly collect information from children under 13.

14. Updates to Privacy Policy

This Privacy Policy may be updated at any time.
Updates will be posted on this page with the last edited date.
Continued use of the Site constitutes acceptance of any updates.

15. Contact Information

If you have questions about this Privacy Policy, please contact us:

Dance’s Sporting Goods
570 Southpark Blvd
Colonial Heights, Virginia 23834
United States
Email: info@dancessportinggoods.com
Phone: 804-526-8399