1. Introduction

Conrad and Sons Guns (“we,” “us,” or “our”) is a federally licensed firearms retailer operating at conradguns.com and from our physical retail location. We are committed to protecting the privacy and security of our customers, website visitors, and all individuals whose personal information we handle in the course of conducting business.

This Privacy Policy describes what personal information we collect, how we use and protect that information, under what circumstances we may share it, and what rights and choices you have regarding your data. It applies to all individuals who visit our website at conradguns.com, contact us by phone or email, make purchases from us in-store or online, or otherwise interact with our business.

By using our website or providing us with your personal information, you acknowledge that you have read and understood this Privacy Policy. If you do not agree with the practices described herein, please do not use our website or services.

This policy is intended to comply with applicable federal and Missouri state privacy and consumer protection laws, as well as the specific regulatory requirements governing federally licensed firearms dealers (FFLs) under the Gun Control Act of 1968 and ATF regulations.

2. Information We Collect

We collect several categories of personal information depending on the nature of your interaction with us. The categories are described below.

2.1 Personal Identification Data

When you make a purchase, create an account, or contact us, we may collect:

• Full legal name
• Email address
• Phone number
• Billing and shipping address
• Date of birth (where required by law or for age verification purposes)

2.2 Payment and Billing Information

When you complete a transaction, we collect payment-related information necessary to process your purchase, including credit or debit card details, billing address, and transaction history. Payment card data is processed through secure, third-party payment processors and is not stored in full on our systems. See Section 7 (Third-Party Sharing) for details.

2.3 Government-Issued Identification and ATF Form 4473 Data

Federal law requires that all firearms retailers licensed by the ATF (Federal Firearms Licensees, or FFLs) collect specific information from firearms purchasers at the time of sale. This information is recorded on ATF Form 4473 (Firearms Transaction Record) and includes:

• Full legal name
• Current address
• Date and place of birth
• Height, weight, sex, and ethnicity (as required on Form 4473)
• Social Security Number (optional on the form but collected if provided to assist NICS in making a determination)
• Government-issued photo identification type, issuing authority, identification number, and expiration date
• Answers to eligibility questions required under federal law
• NICS transaction number and result

This information is collected in-store only, at the point of sale of a regulated firearm, and is mandated by 18 U.S.C. § 922 and 27 C.F.R. Part 478. Collection of this data is not optional for either the retailer or the purchaser in the context of a lawful firearms transfer.

2.4 Website Usage Data

When you visit conradguns.com, we and our third-party analytics providers may automatically collect certain technical information about your visit, including:

• IP address
• Browser type and version
• Operating system
• Pages visited and time spent on those pages
• Referring URLs (the site that directed you to ours)
• Date and time of access
• Device type and screen resolution

This data is collected primarily for analytical and security purposes and is generally not used to identify you by name.

2.5 Communications Data

If you contact us via our website contact form, by email, or by telephone, we may retain records of those communications, including your name, contact information, and the content of your inquiry. This information is used solely to respond to your request and to maintain records of customer service interactions.

3. How We Use Your Information

We use the personal information we collect for the following purposes:

3.1 Processing Orders and Transactions

We use your personal and payment information to fulfill purchases, process payments, arrange shipping or in-store pickup, issue receipts and invoices, and manage returns or exchanges.

3.2 Compliance with Federal and State Firearms Regulations

As a federal firearms licensee, we are legally obligated to use the information collected on ATF Form 4473 to conduct National Instant Criminal Background Check System (NICS) background checks through the FBI prior to completing a firearms transfer. We use your identifying information to comply with all applicable ATF regulations, federal firearms laws, and Missouri state law governing firearms transactions. This use of your data is mandatory and cannot be waived or opted out of.

3.3 Responding to Customer Inquiries

We use contact information and communications data to respond to questions, requests, and feedback submitted by customers or prospective customers.

3.4 Improving Website Performance

Website usage data and analytics help us understand how visitors interact with conradguns.com, which allows us to improve site functionality, content, and user experience.

3.5 Promotional Communications

With your consent, or where otherwise permitted by law, we may use your email address or phone number to send you promotional communications about our products, services, and special offers. You may opt out of marketing communications at any time by following the unsubscribe instructions included in any such communication or by contacting us directly. See Section 8 (Your Rights and Choices) for more information.

3.6 Fraud Prevention and Security

We use certain personal and transactional data to detect, investigate, and prevent fraudulent transactions, unauthorized access, and other potentially illegal activities. This includes monitoring for unusual purchasing patterns and verifying customer identity where appropriate.

4. Cookies and Tracking Technologies

Our website, conradguns.com, uses cookies and similar tracking technologies to operate effectively, analyze traffic, and, where applicable, support marketing efforts.

4.1 Types of Cookies We Use

Cookie Type	Purpose
Essential Cookies	Required for the website to function properly. These include session management, shopping cart functionality, and security tokens. These cannot be disabled without impairing site functionality.
Functional Cookies	Enable enhanced features such as remembering your preferences, language settings, and previously viewed items.
Analytics Cookies	Used to collect information about how visitors use our website, such as pages visited and time on site. Data is aggregated and generally anonymized.
Marketing Cookies	Used to track visits across websites and deliver relevant advertisements. These are placed only where required consents are obtained.

4.2 Third-Party Cookies

We may permit third-party services, such as Google Analytics, to place cookies on your device when you visit conradguns.com. These third parties have their own privacy policies governing their use of such data, and we encourage you to review those policies directly.

4.3 Managing or Disabling Cookies

Most web browsers allow you to control cookies through their settings preferences. You may be able to refuse all cookies, accept only certain types, or delete cookies already stored on your device. Please note that disabling essential cookies may affect the functionality of our website. Instructions for managing cookies vary by browser; please consult your browser’s help documentation for guidance.

4.4 Do Not Track Signals

Some browsers transmit “Do Not Track” (DNT) signals to websites. Because there is currently no industry-wide standard for responding to DNT signals, our website does not alter its data collection practices in response to DNT signals. We will update this policy if that practice changes.

5. Analytics

We use Google Analytics, or similar web analytics tools, to help us understand how users interact with conradguns.com. These tools collect information such as the number of visitors, geographic location at the city or region level, pages viewed, session duration, traffic sources, and navigation paths through our site.

Data collected through analytics tools is aggregated and anonymized to the extent possible and is not used to personally identify individual visitors for marketing purposes. We use this data exclusively for internal business intelligence and website improvement.

If you wish to opt out of Google Analytics data collection, you may use the Google Analytics Opt-Out Browser Add-on, available at tools.google.com/dlpage/gaoptout. For other analytics providers, please consult the respective provider’s opt-out mechanisms.

6. Firearm Industry Compliance

6.1 ATF Form 4473 — Retention Requirements

As a federally licensed firearms dealer, Conrad and Sons Guns is required by federal law (27 C.F.R. § 478.129) to retain completed ATF Form 4473 records for a minimum of twenty (20) years from the date of the recorded transaction. These records must be made available for inspection by ATF officers during the course of a lawful inspection or investigation. At no point may these records be altered, destroyed prior to the legally mandated retention period, or withheld from authorized federal inspectors.

6.2 NICS Background Check Data

Background checks are conducted through the FBI’s National Instant Criminal Background Check System (NICS) prior to the transfer of any regulated firearm. The identifying information submitted to NICS is handled in accordance with FBI privacy policies. NICS transaction numbers and results are recorded on ATF Form 4473 as required. We do not retain NICS responses beyond what is required on the form itself.

6.3 Missouri State Law Compliance

In addition to federal requirements, Conrad and Sons Guns complies with all applicable Missouri state statutes governing the sale, transfer, and recordkeeping of firearms. Where state law imposes requirements beyond federal minimums, we apply those requirements accordingly.

6.4 Disclosure to Authorities

Personal information contained in ATF Form 4473 records or other regulatory records may be disclosed to federal or state law enforcement agencies, the ATF, or the FBI NICS, solely as required or permitted by law. Such disclosures are made in response to lawful inspection, court order, subpoena, or other legally authorized demand. We do not proactively share this information beyond what the law requires.

6.5 ATF Audit and Inspection

ATF is authorized under federal law to inspect the records of federally licensed dealers. During such inspections, ATF officers may review Form 4473 records, acquisition and disposition records, and other related documentation. Customers whose purchase records are reviewed during an ATF inspection will not necessarily be individually notified of that review, as such notification is not required and may be prohibited in certain circumstances.

7. Third-Party Sharing

We do not sell, rent, or trade your personal information to third-party marketers or data brokers. We share your information only in the limited circumstances described below.

7.1 Payment Processors

To process credit and debit card transactions, we share payment information with secure, PCI-DSS-compliant third-party payment processors such as Stripe, Square, or similar providers. These processors are contractually prohibited from using your payment information for any purpose other than completing your transaction.

7.2 Shipping and Logistics Partners

For orders requiring shipment, we share your name and delivery address with our shipping and logistics partners (such as UPS, FedEx, or USPS) solely for the purpose of fulfilling your order. These partners use your information only to effect delivery.

7.3 Federal and State Regulators and Law Enforcement

As described in Section 6, we disclose personal information to the ATF, FBI NICS, and other federal or state authorities when required to do so by law, regulation, court order, or other lawful legal process.

7.4 Analytics Providers

Website usage data is shared with analytics providers such as Google Analytics in accordance with their terms of service. This data is generally anonymized and aggregated prior to analysis by those providers.

7.5 Service Providers

We may engage third-party service providers to assist with business operations such as IT support, website hosting, email delivery, and recordkeeping. All such providers are engaged under written agreements that include confidentiality obligations and restrict the use of your data to the specific services they are providing to us.

7.6 Business Transfers

In the event of a merger, acquisition, sale of assets, or other business restructuring, your personal information may be transferred as part of the transaction. In such cases, we will take reasonable steps to ensure that the acquiring party maintains privacy practices consistent with this policy. Any mandatory firearms transaction records subject to ATF oversight will be handled in accordance with applicable federal regulations governing FFL transfers of records.

8. Your Rights and Choices

Subject to applicable law and the limitations described in this section, you have certain rights with respect to your personal information.

8.1 Access and Correction

You may request access to the personal information we hold about you and request correction of any inaccurate or incomplete data. We will respond to verified requests within a reasonable time and to the extent technically feasible.

8.2 Opt-Out of Marketing Communications

If you have opted into marketing emails or text messages, you may withdraw your consent at any time by:

• Clicking the “Unsubscribe” link in any marketing email we send; or
• Contacting us directly at [email protected] or 636-229-1966 and requesting removal from our marketing list.

Please note that even after opting out of marketing communications, we may still send you transactional communications related to orders, service updates, or legally required notices.

8.3 Cookie Preferences

You may manage your cookie preferences through your browser settings as described in Section 4.3. Certain essential cookies cannot be disabled without impairing the functionality of our website.

8.4 Limitations on Rights — Regulatory Records

Your rights regarding access, correction, and deletion do not apply to records that are subject to federal firearms law mandates. Specifically:

• ATF Form 4473 records cannot be altered or destroyed at the request of a customer. These records are the property of the licensee and are subject to federal inspection and retention requirements.
• NICS background check transaction records retained on Form 4473 cannot be expunged by Conrad and Sons Guns, as they are part of a federally mandated record.
• Any record subject to a litigation hold, court order, or active law enforcement investigation cannot be altered or deleted.

8.5 Submitting a Rights Request

To exercise any of the rights described in this section, please contact us using the information in Section 14. We will ask you to verify your identity before processing your request. We aim to respond to all verifiable requests within thirty (30) days of receipt.

9. Data Security

Conrad and Sons Guns takes the security of your personal information seriously and has implemented reasonable technical, administrative, and physical safeguards designed to protect your data from unauthorized access, disclosure, alteration, or destruction.

9.1 Encryption

Our website uses Secure Sockets Layer (SSL) / Transport Layer Security (TLS) encryption to protect data transmitted between your browser and our website. Payment card data transmitted during online transactions is encrypted and processed through PCI-DSS-compliant payment processors.

9.2 Secure Storage of Physical Records

ATF Form 4473 records and other physical documents containing sensitive customer information are stored in a secure, access-controlled location within our premises. Access to these records is limited to authorized personnel who have a legitimate business or regulatory need.

9.3 Employee Training and Access Controls

Our employees who handle personal information are trained on privacy and data security practices. Access to customer data is limited on a need-to-know basis, and employees are required to maintain the confidentiality of customer information.

9.4 Limitations and Breach Notification

No method of electronic transmission or storage is entirely secure, and we cannot guarantee absolute security of your information. In the event of a data breach that affects your personal information and that is required to be reported under applicable law, we will notify affected individuals and relevant authorities in the manner and timeframe required by law.

10. Data Retention

We retain personal information for as long as necessary to fulfill the purposes for which it was collected, to comply with legal obligations, resolve disputes, and enforce our agreements. Specific retention periods include the following:

Data Category	Retention Period	Basis
General customer account and order data	Duration of business relationship, plus a reasonable period thereafter for legal and dispute-resolution purposes	Business necessity and legal compliance
ATF Form 4473 records	Minimum 20 years from the date of the transaction	Federally mandated (27 C.F.R. § 478.129)
Payment transaction records	As required by applicable accounting, tax, and financial regulations, typically 7 years	Legal and regulatory compliance
Website analytics data	As determined by the applicable analytics provider’s data retention settings, typically 14 months (Google Analytics default)	Business analytics
Marketing communications data	Until you opt out; upon opt-out, removed from active marketing lists promptly	Consent-based
Customer inquiry and communications records	Up to 3 years from the date of the inquiry	Business necessity and dispute resolution

11. Children’s Privacy

The products and services offered by Conrad and Sons Guns are not directed to individuals under the age of 18. We do not knowingly collect, use, or disclose personal information from children under 18 years of age. If you are under 18, please do not use our website or submit any personal information to us.

If we become aware that we have inadvertently collected personal information from a child under the age of 18 without verifiable parental consent, we will take reasonable steps to delete that information from our records as promptly as possible, to the extent not otherwise prohibited by law.

This policy is intended to be consistent with the Children’s Online Privacy Protection Act (COPPA), 15 U.S.C. §§ 6501–6506, and its implementing regulations. Parents or guardians who believe that their child may have submitted personal information to us are encouraged to contact us at [email protected] so that we may investigate and take appropriate action.

12. Links to Third-Party Sites

Our website may contain links to third-party websites, including but not limited to social media platforms, payment portals, or external informational resources. These links are provided for your convenience only. Conrad and Sons Guns does not control the content or privacy practices of any third-party website and is not responsible for the privacy policies or practices of those sites.

We encourage you to review the privacy policy of any third-party website you visit before submitting any personal information to that site. The inclusion of a link to a third-party website on conradguns.com does not constitute an endorsement of that site or its privacy practices.

13. Changes to This Policy

Conrad and Sons Guns reserves the right to modify or update this Privacy Policy at any time to reflect changes in our business practices, applicable law, or regulatory requirements. When we make material changes to this policy, we will post the revised policy on conradguns.com and update the “Effective Date” at the top of the document.

We encourage you to review this Privacy Policy periodically to stay informed about how we are protecting your information. Your continued use of our website or services following the posting of an updated Privacy Policy constitutes your acknowledgment of and agreement to the revised terms.

In circumstances where changes are particularly significant, we may also provide notice by additional means, such as a prominent notice on our website homepage or a direct communication to customers whose email addresses we have on file.

14. Contact Us

If you have any questions, concerns, or requests regarding this Privacy Policy or our data handling practices, please contact us using the information below. We are committed to addressing your inquiries in a timely and thorough manner.

When contacting us regarding a privacy rights request, please include sufficient information to allow us to verify your identity and locate your records. We will not be able to process requests from individuals we cannot reasonably verify.

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Privacy Policy  |  Conrad and Sons Guns  |  conradguns.com  |  Effective May 17, 2026