Privacy Policy.

Effective date: July 28, 2026

1. Who We Are

The Surplus Store is operated by Western Trading Company, Inc., a Colorado business. In this Privacy Policy, “The Surplus Store,” “we,” “us,” and “our” refer to Western Trading Company, Inc.

This Policy applies to information collected through shopsurplusstore.com, our email-marketing program, and communications relating to website inquiries or phone and email orders. Our separate Returns & Store Policies explain our rules for purchases, shipping, returns, exchanges, gift certificates, restricted items, and related store matters.

2. Information You Provide to Us

Email newsletter. You may provide your email address through the newsletter form in our website footer. The form sends your email address directly to Brevo, our email-marketing service provider. We may also add email addresses collected through in-store promotions or contests when the applicable rules disclose that the address will be used for marketing.

We use these email addresses to send information about new arrivals, store news, promotions, contests, and related updates. Brevo may record whether a marketing email was delivered, opened, or clicked. We do not use telephone numbers for marketing.

Every marketing email includes an unsubscribe method. You may also ask to stop receiving marketing email by contacting hello@shopsurplusstore.com.

Questions and orders by phone or email. This website does not provide an online shopping cart or checkout. You may contact us by phone or email to ask questions, check inventory, arrange pickup, place an order, or request shipping. Depending on the request, you may provide your name, email address, telephone number, billing or shipping address, product information, and other details needed to respond or complete the transaction.

Payment-card information is not collected through this website. For a phone or email order, card information is entered directly into a payment terminal and is not written down. We use payment systems and procedures designed to comply with the Payment Card Industry Data Security Standard.

For more information about shopping, orders, shipping, and returns, see our How to Shop and Returns & Store Policies pages.

3. Information Collected Automatically

When you visit the website, we and the service providers described below may automatically receive technical and usage information.

This information may include:

• Internet Protocol address.
• Date and time of a request.
• Pages viewed and page titles.
• Referring website or page.
• Browser type and version.
• Device type, operating system, and screen information.
• General or approximate location.
• Website interactions, downloads, and outbound-link clicks.
• Diagnostic, security, and performance information.
• Cookie identifiers, browser-storage identifiers, and similar pseudonymous identifiers.

We use this information to operate and protect the website, understand how it is used, measure content and features, troubleshoot problems, and improve performance and usability.

4. Website Hosting and Server Logs

The website is hosted by First Link Technology, Inc. Our hosting provider may process server logs and related technical information needed to deliver, secure, maintain, and troubleshoot the website. Server logs may include an Internet Protocol address, request date and time, requested page or file, browser or device details, referring page, and error or security information.

Hosting and server-log information is retained according to operational, security, backup, and legal needs and the hosting provider’s production configuration.

5. Google Analytics

We use Google Analytics 4 to understand how visitors use the website and which pages and features are useful. Google Analytics may use first-party cookies, including _ga and related identifiers, and similar technologies to distinguish browsers and visits.

Google Analytics may receive information such as:

• A pseudonymous browser or client identifier.
• Pages viewed.
• Session and engagement activity.
• Approximate city-level location.
• Browser, device, and operating-system information.
• Referring pages.
• Outbound-link interactions.
• Clicks on store telephone links.
• Clicks for directions.
• Newsletter-form submission events.
• Game interactions and scores.
• Other website events configured in the site.

The telephone-click event records which of our store telephone numbers was selected. It does not collect the visitor’s telephone number. The newsletter-submission event does not include the subscriber’s email address.

Our Google Analytics property is not currently linked to Google advertising products, and we do not use it for targeted advertising or remarketing. We do not intentionally send names, email addresses, telephone numbers, payment-card information, or customer IDs to Google Analytics.

Our current Google Analytics retention settings retain event-level data for two months and certain user-level data for 14 months. The applicable user-data period resets when new activity is recorded. Aggregated reports and other information may be retained differently by Google Analytics.

Google may process analytics information on our behalf and under its own terms and privacy practices. Learn more about how Google uses information from sites and apps that use its services.

6. Matomo Analytics

Our hosting provider, First Link Technology, Inc., may operate Matomo Analytics for us when the production website is launched. We use Matomo for first-party audience measurement, website performance, troubleshooting, and understanding navigation and usability.

Depending on the production configuration, Matomo may collect information such as:

• Internet Protocol address.
• Date and time of a visit.
• Page URL and page title.
• Referring URL.
• Browser, operating-system, and device information.
• Screen resolution and browser language.
• Approximate location.
• Downloads and outbound-link clicks.
• Page-generation and performance information.
• A random or pseudonymous visit or browser identifier.

Matomo may use first-party cookies or similar technologies, depending on how it is configured by our hosting provider. Matomo analytics data may be stored on systems operated or managed by First Link Technology, Inc.

We use Matomo for ordinary website measurement, not for targeted advertising, cross-site behavioral tracking, or making decisions about individuals. We do not intend to send names, email addresses, telephone numbers, payment information, or other direct identifiers to Matomo. We do not use Matomo session recordings, heatmaps, or form-field capture unless this Policy is updated before those features are enabled.

Matomo data is retained according to the production settings maintained with our hosting provider and for no longer than reasonably needed for website measurement, security, troubleshooting, and improvement.

7. Google Maps and Other Third-Party Content

Our Locations page contains Google Maps embeds. The maps are configured to load lazily, but they are not click-to-load. When a map loads, Google may receive an Internet Protocol address, browser or device information, referring-page information, and other information associated with the request. Google may use cookies or associate the interaction with a Google account, depending on the visitor’s browser and Google settings.

The website also contains links to third-party websites and services, including social-media platforms. When you follow a third-party link, that provider’s privacy policy and practices apply. We do not control how an outside website collects or uses information.

8. Game Information and Browser Storage

The website includes optional games and interactive features.

The games may store a best score in local storage in your browser under identifiers such as huntBest and runnerBest. These locally stored best scores remain on your device unless you or your browser deletes them. They are not associated with a website account or public leaderboard.

Google Analytics may separately receive game events such as a round found, game completed, or runner score. Event details may include round number, timing, combo information, completion time, score, runner distance, or whether a mini version was played. These event parameters do not intentionally contain a player’s name, account, email address, telephone number, or payment information.

9. Cookies and Similar Technologies

The website may use cookies, local storage, and similar browser technologies.

These technologies may be used to:

• Distinguish visits and browsers.
• Measure website activity.
• Store local game scores.
• Support analytics.
• Remember an analytics or privacy setting when one is offered.
• Maintain website security and performance.

Google Analytics may set first-party analytics cookies. Matomo may set first-party analytics cookies depending on its production configuration. The games use local browser storage for best scores.

You can delete or block cookies and local storage through your browser settings. Blocking these technologies may affect analytics accuracy or prevent a local game score from being remembered, but it should not prevent ordinary access to the store information on the website.

10. How We Use Information

We use information described in this Policy to:

• Operate, maintain, secure, and troubleshoot the website.
• Respond to questions and customer requests.
• Check inventory, arrange pickups, process phone or email orders, and provide shipping where agreed.
• Send requested marketing communications.
• Administer disclosed promotions and contests.
• Measure website performance, traffic, and engagement.
• Understand which content and features are useful.
• Prevent misuse, fraud, and security incidents.
• Maintain business and transaction records.
• Comply with legal obligations and protect our rights.

We do not use website analytics to make automated decisions about employment, credit, housing, insurance, health care, education, or other similarly consequential matters.

11. How We Share Information

We may share information with service providers that perform work for us, including:

• First Link Technology, Inc. for website hosting and related technical services.
• Google for Google Analytics and Google Maps.
• Brevo for email-list management and marketing-email delivery.
• Matomo-related hosting or technical systems administered by First Link Technology, Inc.
• Payment processors for phone or email transactions.
• Shipping carriers when shipping has been requested.
• Professional advisers, insurers, auditors, or technology providers where reasonably necessary.
• Government authorities, courts, or other parties when required by law or reasonably necessary to protect rights, safety, property, or the integrity of our services.

Service providers may use information only as permitted by their agreements, their own applicable policies, and applicable law.

We do not sell personal information to data brokers. We do not use personal information collected through this website for targeted advertising or cross-context behavioral advertising.

Information may also be disclosed in connection with a merger, financing, sale, reorganization, or transfer of some or all of the business, subject to appropriate protections and applicable law.

12. Email Choices

You can unsubscribe from marketing email by using the unsubscribe link in any marketing message or by contacting hello@shopsurplusstore.com.

We periodically remove inactive and unsubscribed contacts as appropriate. We may retain limited suppression information when necessary to record and honor an unsubscribe request.

Unsubscribing from marketing does not prevent us from sending a nonmarketing response to a question, an order-related communication, a legally required notice, or another transactional message.

13. Do Not Track, Global Privacy Control, and Third-Party Collection

Some browsers provide Do Not Track or Global Privacy Control signals.

We do not sell personal information or use website information for targeted advertising, so a Global Privacy Control signal does not change those practices. At this time, the website does not use Do Not Track or Global Privacy Control signals to disable ordinary first-party audience measurement or website analytics.

Google and other third-party service providers may collect information about interactions with this website and with their own services over time or across websites, depending on the provider, the visitor’s account status, browser settings, and the provider’s privacy practices. We do not use Google advertising links, remarketing, or cross-context behavioral advertising.

Visitors can use browser controls to delete or block cookies and similar technologies.

14. Retention

We retain information for only as long as reasonably needed for the purposes described in this Policy, including operational, security, customer-service, accounting, tax, legal, and recordkeeping needs.

Specific periods vary by type of information:

• Google Analytics event-level data is currently configured for two months.
• Certain Google Analytics user-level data is currently configured for 14 months and may reset when new activity occurs.
• Matomo data is retained according to the production configuration maintained with our hosting provider.
• Newsletter contacts are periodically reviewed and inactive or unsubscribed contacts are removed as appropriate.
• Limited suppression information may be retained to honor marketing opt-outs.
• Order, payment, return, and business records may be retained as required for accounting, tax, fraud prevention, dispute resolution, and legal compliance.
• Hosting and security logs are retained according to operational and security needs.

15. Security

We use reasonable administrative, technical, and physical safeguards appropriate to the nature of the information and the size of our business. These measures include using established service providers, limiting access where appropriate, and using payment systems and procedures designed to comply with PCI DSS.

No website, network, transmission method, or storage system can be guaranteed to be completely secure.

16. Children’s Privacy

This website is intended for a general audience and is not directed to children under 13. We do not knowingly ask children under 13 to provide personal information through the website.

If we learn that we collected personal information online from a child under 13 in circumstances covered by applicable law, we will take appropriate steps to delete it. A parent or guardian may contact us at hello@shopsurplusstore.com.

17. Your Choices and Requests

You may contact us to:

• Ask what information we maintain about you.
• Request correction of inaccurate information.
• Request deletion of information.
• Unsubscribe from marketing email.
• Ask a question about this Policy or our privacy practices.

We will review and respond to requests in accordance with applicable law. We may need to verify the request and may retain information when required for legal, security, accounting, transaction, fraud-prevention, or recordkeeping purposes.

Send requests to hello@shopsurplusstore.com or use the mailing address in the Contact Us section below.

18. Processing in Other Locations

Although The Surplus Store operates physical locations in Colorado and does not offer an online checkout, some service providers operate in multiple states or countries. Information processed by Google, Brevo, Matomo-related systems, hosting providers, or other service providers may therefore be processed outside Colorado or outside the United States, subject to the provider’s safeguards and applicable law.

19. Changes to This Policy

We may update this Privacy Policy when our website, service providers, analytics configuration, or business practices change.

When we make a material change, we will post the revised Policy on this page and update the effective date. Where appropriate, we may provide an additional notice on the website or through another reasonable method.

The version posted on this page applies to information practices in effect on its stated effective date.

20. Contact Us

For privacy questions or requests, contact:

Western Trading Company, Inc.
The Surplus Store
3555 S. Sherman Street
Englewood, Colorado 80113
Email: hello@shopsurplusstore.com