Privacy Policy

Last updated 14 November 2026

Shopperazzi is operated by Datafly Ltd, registered in England and Wales, company number 14411653. Registered office: 167–169 Great Portland Street, London W1W 5PF. VAT number GB437689640. We are the data controller for the personal data described below. This policy explains what we collect, why, the legal basis for processing it, who we share it with, how long we keep it and the rights you have under the UK GDPR and the Data Protection Act 2018 — and, if you live in the US, under US state privacy laws (see US residents below). We have written it in plain English on purpose.

What we collect

We collect only what we need to run the service. You can browse most of Shopperazzi without giving us any personal data at all.

• Account data — if you create an account, your email address (and, where you sign in with Google, the basic profile your provider shares). Authentication is handled by Google Firebase Authentication on our behalf.
• Saved items and follows — the shops, brands, keywords and products you choose to follow or save, so we can build your personalized feed and send the alerts you ask for.
• Personalized feed — if you have an account, we put the deals you are most likely to want first in My feed, using your follows, saved items, watched prices, “Not interested” choices and the deals you click through to from Shopperazzi (the item, the shop and the time). You can switch this off at any time under “Personalize my feed” on your account page; switching it off deletes the clicks we kept.
• Email preferences — whether you have opted in to deal alerts or price-drop emails, and your double opt-in confirmation.
• Newsletter and waiting-list sign-ups — if you sign up for our emails without an account, or join the waiting list for an edition that hasn't launched yet, your email address, which edition it's for and your confirmation.
• Push notifications — if you turn notifications on, the push address your browser gives us, so we can send the alerts you choose.
• Usage and device data — anonymous or pseudonymous analytics about how pages are used (for example pages viewed, approximate region, device and browser type), collected through cookies and similar technologies. We also count, across all visitors, how often each deal is viewed, saved and clicked, and use those totals to rank the deal feed for everyone, so deals people want rise and ones they ignore sink. These totals are not linked to you.
• Click-out data — when you click an outbound link to a retailer, we record the click (the page it came from, the shop, the time and your approximate country) so we can measure performance and (where applicable) attribute affiliate commission. We do not see your card details or what you ultimately buy.
• Secret Santa groups and wish lists — the details people put into them. These have their own sections below.

Why we use it, and our legal basis

• To provide the service you ask for — running your account, your feed, your saved items and your follows. Legal basis: performance of a contract.
• To send deal alerts and emails you have opted into. Legal basis: your consent, which you can withdraw at any time by unsubscribing.
• To understand and improve how the site is used (including our own first-party measurement, with Google Analytics processing it for us), keep it secure and prevent abuse. Legal basis: our legitimate interests in operating and improving a reliable service.
• To run the optional extras you allow in Privacy choices: extended analytics, personalization and marketing. Legal basis in the UK and EU: your consent, which you can withdraw at any time in Privacy choices.
• To measure outbound clicks and affiliate performance on our own systems. Legal basis: our legitimate interests in running a sustainable, free-to-use comparison service. Sending your click through an affiliate network: our legitimate interests in running a free service that is funded by commission (see “Affiliate links and the networks we use”).
• To comply with our legal obligations, such as keeping necessary financial records. Legal basis: legal obligation.

Cookies and analytics

We use a small number of cookies and similar technologies. Some are strictly necessary — for example, keeping you signed in and remembering your privacy choices.

We also run our own first-party measurement by default: Datafly Signal, and Google Analytics, which receives the same statistics and processes them only for us (Google Analytics' data sharing and advertising features are switched off, and it doesn't store IP addresses). It counts visits and clicks for our own statistics. On our UK site, UK law (the Data (Use and Access) Act 2025) allows this without asking first, as long as we tell you and let you switch it off. You can switch it off at any time in Privacy choices (the “Manage cookies / Privacy choices” link at the bottom of every page).

Everything else that isn't essential — extended analytics, personalization and marketing (our ads with Meta, Google and TikTok) — follows the site you're on. On our UK site it stays off until you turn it on. On our US site it is on by default and you can switch it off (“Do Not Sell or Share My Personal Information”, at the bottom of every US page, switches off the ads); if your browser sends a Global Privacy Control signal, we keep it off. Declining optional cookies will not stop you using the site.

The cookies we use

Cloudflare, which delivers the site, may set short-lived security cookies (such as __cf_bm) to tell people apart from bots. Google Analytics, as part of our measurement, also receives some of it straight from your browser. After you click through to a shop, the retailer and any affiliate network in between set their own cookies under their own policies (see “Affiliate links and the networks we use” below).

We also keep a few things in your browser's storage so the site remembers them on that device: your privacy choices; the items you save, watch (♥) or hide; the shops and brands you follow; products you've viewed recently; when you last looked at the feed, so new deals stand out; which tips and sign-up prompts you've already seen; your sort choice for this visit; your private Secret Santa links; a random ID for your ♥ watches, made the first time you use ♥; and, for our measurement, a copy of your visitor ID, a Google Analytics ID and some visit details (names starting “sz_” and “_df”).

We don't load any analytics on private Secret Santa pages (organizer, participant, join and email opt-out links) or on shared gift-list pages. Their web addresses work like keys, so they never reach our analytics or Google.

Who we share data with

We do not sell your personal data. We share it only with the service providers and partners that help us run Shopperazzi, and only as far as needed:

• Google Firebase — for account authentication.
• Datafly Signal — our own analytics service, run by Datafly Ltd. It records page views and clicks against a random ID for your browser and, if you're signed in and haven't switched our measurement off, links them to your account ID (not your email address or name). We use it for our own statistics and to improve the site.
• Google Analytics — processes our measurement data for us: usage data from Datafly Signal, some of it directly from your browser, only while our measurement is on in your Privacy choices. If you're signed in, it also receives your account ID (never your email address or name), so visits from your phone and your laptop count as one person. Google's data sharing and advertising features are switched off, so it isn't used for Google's own purposes or for ads. It is never loaded on private Secret Santa or shared gift-list pages.
• Amazon Web Services (Amazon SES) — sends our emails from its London region: account emails, the alerts you ask for, Secret Santa emails and our newsletter. Resend, another email service, is our backup: we switch to it only if Amazon's is unavailable.
• Your browser's push service (for example Google, Mozilla or Apple) — delivers the notifications you turn on. It handles the notification, not your account details.
• Cloudflare — delivers the site, protects it from attacks and abuse, and on some forms runs a check that tells people apart from bots.
• Meta (Facebook and Instagram), Google (Google Ads) and TikTok — only while Marketing is on in Privacy choices: on our UK site, only if you turn it on; on our US site, unless you switch it off or your browser sends Global Privacy Control. They get the pages you view and the clicks you make here, from Datafly Signal against a random ID for your browser, with your IP address and browser details so they can match it (never your email address or name), so we can show Shopperazzi ads to people who have visited us and see whether those ads work. They use it under their own privacy policies. Switch Marketing off and we stop sending it.
• Affiliate networks and retailers — only when you click through to a shop. See “Affiliate links and the networks we use” below.
• Our hosting and infrastructure providers, who process data strictly on our instructions.

Some of these providers operate outside the UK and EEA. Where that happens, we rely on appropriate safeguards (such as the UK International Data Transfer Addendum or Standard Contractual Clauses) to protect your data.

Affiliate links and the networks we use

When you click a link from Shopperazzi to a retailer, we may send you through an affiliate network so the retailer can credit us if you buy. We record the click on our own systems (the page it came from, the shop, the time and your approximate country) and, when the link goes through a network, may pass the network a short reference code that does not identify you. The network receives your IP address, browser details and the page you came from, and the network and retailer may set cookies to attribute a purchase.

We use, or are joining, the networks below. Each acts as an independent controller of the data it collects when you click one of its links, under its own privacy policy, as does each retailer.

Awin, CJ, Impact, Rakuten Advertising, Partnerize and TradeDoubler. When a link goes through one of these networks, the network can attribute your click to us; it may log your IP address and browser details and set cookies after you click, under its own privacy policy.

Legal basis: our legitimate interests in running a free service that is funded by commission. When you click through to a shop that works with us through a network, your click goes through that network so the shop can credit us if you buy; it costs you nothing. Shopperazzi itself sets no affiliate cookies: the network and the retailer set their own when you arrive, under their own policies and cookie choices. No affiliate tracking happens when you simply view a page — only when you choose to click through to a shop. If you'd rather not go through a network, visit the shop's own website directly. (Some shop logos and product images load from Awin's and Skimlinks' image servers, which see your IP address as any image host does; Awin's also sets the security cookie in the table above.)

How long we keep it

We keep account data for as long as your account is active. If you delete your account, we remove your personal data within a reasonable period, except where we must keep limited records to meet a legal obligation. The clicks kept for your personalized feed are deleted after 90 days, when you switch “Personalize my feed” off, or when you delete your account. Analytics data is kept against random IDs rather than your name or email address, and we delete event-level analytics data after 26 months. Newsletter sign-ups are kept until you unsubscribe; push addresses until you turn notifications off or they stop working. Secret Santa groups are deleted automatically on the schedule set out in the Secret Santa section below.

Secret Santa

Our Secret Santa tool lets someone (the organizer) set up a group, add people and draw names. Nobody needs an account. This section covers what happens to the details in a group.

What we collect

• About the group — its name, budget, cut-off and exchange dates, any exchange details and any message from the organizer.
• About the organizer — their name and email address, if they give them. If they're signed in, the group is also linked to their Shopperazzi account.
• About each person taking part — their name (and an optional label to tell apart two people with the same name) and, if given, their email address, a household label and anyone they shouldn't be drawn to buy for. The organizer may enter these for other people, or people can add themselves with the group's join link.
• What people add to their own page — gift hints, notes and wishlist items (products from our catalog or links they paste).
• How the draw is going — who is buying for whom, whether each person has opened their match, and a record of the emails we've sent for the group and whether they were delivered.
• On your device — so you can find your groups again, we save your private links in your browser's storage on that device. They aren't sent to us, and you can remove them with “Forget” on the Secret Santa page.
• To stop abuse, we briefly use your IP address to limit how many requests can be made. We don't store it with the group.

What we use it for

Only to run that group: making the draw, showing each person their own page and sending that group's emails — for example an invitation, news that the names have been drawn, a reminder, or a copy of someone's private link. We never use Secret Santa details for marketing, never add these email addresses to a mailing list, and never sell or share them.

Our legal basis

Legitimate interests: the organizer's and participants' interest in running a gift exchange together, and ours in providing the tool. If an organizer adds you, every email we send you says who added you and why, and has a one-click link to stop all Secret Santa emails from us.

Who can see what

• Each person sees their own page: their own details and wishlist and, once names are drawn, the name, hints and wishlist of the person they're buying for. They never see anyone else's email address or anyone else's match.
• Anyone with the group's join link can see the group's name and budget, its dates, the organizer's name and the names of the people already in it, so nobody joins twice by mistake.
• The organizer sees the group's settings, everyone's names and who has opened their match. They see the email addresses they entered, or that people they added typed in later; addresses people gave when joining through the join link are partly hidden.
• Unless the group is set to “Keep it secret from me too”, the organizer also has everyone's private link, so they could look at anyone's match. With that setting on, we don't show the organizer anyone's private link (other than their own) or who is buying for whom, and we email people their own links instead. It's there so an organizer can take part without spoiling it for themselves: an organizer who types in an address of their own for someone could still receive that person's link.
• Private links work like keys: anyone who has one can open that page, so keep yours to yourself. We keep these pages out of search engines and out of our analytics.
• Shopperazzi staff only look at a group when we need to — to fix a problem, answer a request or stop abuse.

How long we keep it

Groups delete themselves automatically, with everything in them — people, wishlists, the draw and the email records:

• 60 days after the gift-exchange date, if the organizer set one;
• otherwise, 90 days after the names were drawn or the group was last changed, whichever is later;
• otherwise, if the names are never drawn, 180 days after the group was last changed.

Without an exchange date, a group is never deleted while its joining cut-off is still to come or less than 30 days ago.

If you stop Secret Santa emails, or an email to you bounces or is reported as spam, we keep your email address on a do-not-email list (with the reason and date) so we don't send to it again.

Getting your details removed

• Organizers can delete the whole group at any time from the organizer page.
• People taking part can leave a group from their private page until the names are drawn. The record of emails we've already sent them (address, type and date) stays with the group until it's deleted, so a group can't be used to email more and more addresses.
• Anyone can stop Secret Santa emails with the link at the bottom of each one.
• Or email hello@shopperazzi.com and we'll remove your details from a group, or delete it. If the names have already been drawn, removing someone changes another person's match, so we may need to contact the organizer first.
• If you organized a group while signed in, downloading your account data includes it (names, dates and status, but not the private links), and deleting your account deletes it.

Wish lists

If you have an account you can make wish lists (also called gift lists), for yourself or for someone else. A list holds its title, who it's for (you, or a first name you give us, such as your child's), its occasion and date, its sharing setting, and the items you add — products from our catalog or links you paste, with any notes. When you paste a link, our server visits that page once to pick up its title, picture and price.

Private lists are only visible to you. Shared lists can be opened by anyone who has the link, without an account; shared-list pages are kept out of search engines and out of our analytics. When someone reserves an item or marks it as bought, we save a random code in a cookie on their device (for up to a year) so they can change their mind later.

Someone reserving a gift gives their first name. Other people getting gifts from the same list see it beside the item, so nobody doubles up. On someone's own list, they don't see who is getting what. On a list made for someone else (a parent's list for their child, say), the person who made it and their family do see the names; the list says so before you give yours. They can also give an email address: we use it only to send them a link to mark the gift bought or free it up from any device, and one reminder a week later if it's still only reserved. It is never shown to anyone, never added to a mailing list, and deleted 30 days after the list's date (a year after the reservation if the list has no date).

Lists are kept until you delete them or your account. Reservations, with the names and email addresses on them, are deleted with the list or the item.

You can invite someone, such as a partner, to join your family by sending them a link from your own phone or email; it works once and runs out after 14 days. People in a family can see and change the lists any of them has made for someone else, and see who is getting what on those lists. Each person's own lists stay theirs. We keep a record of who is in each family. Anyone can leave their family at any time, and each person keeps the lists they made.

Your rights

Under UK data protection law you have the right to access the personal data we hold about you, to have it corrected or erased, to restrict or object to certain processing, to data portability, and to withdraw consent at any time. You can exercise any of these rights — or ask us a question — by emailing us. We will respond within the timescales the law requires.

If you are unhappy with how we have handled your data, you can also complain to the UK Information Commissioner's Office (ico.org.uk), though we would always rather you came to us first so we can put things right.

US residents

This section applies if you live in the United States, including California. It adds to the rest of this policy.

What we collect, where it comes from and why

• Identifiers — your email address and account ID if you have an account; random IDs for your browser; and your IP address, which we use for security and rate limiting and to work out your approximate location (country).
• Internet activity — the pages you view, the links you click, your searches, and your device and browser type.
• Information you give us — saved items, follows, alerts, wish lists and Secret Santa details.
• Inferences — the kinds of products and shops you seem interested in, used only to tailor your feed.

We collect this from you, from your browser or device, and, if you sign in with Google, from Google. We use it for the purposes in “Why we use it” above: to run the service, send the emails you ask for, measure and improve the site, keep it secure, and get credited by retailers when you buy. We don't collect sensitive personal information.

Sale and sharing for targeted advertising

We don't sell your personal information for money. But we show Shopperazzi ads to people who have visited us, with Meta (Facebook and Instagram), Google (Google Ads) and TikTok, and for that we send them identifiers and internet activity: the pages you view and the clicks you make here, against a random ID for your browser, with your IP address and browser details so they can match it (never your email address or name). US state laws call this “sharing” for cross-context behavioral advertising, or “targeted advertising”, and some count it as a “sale”. We began advertising this way in November 2026.

On our US site this is on by default, as Marketing in Privacy choices. To opt out, use “Do Not Sell or Share My Personal Information” at the bottom of every US page (it opens Privacy choices: switch Marketing off), or turn on Global Privacy Control in your browser. You don't need an account or to send us anything. We don't sell or share the information of anyone we know to be under 16. Otherwise we disclose personal information only to the service providers listed in “Who we share data with”, and to an affiliate network or retailer when you choose to click through to a shop.

Global Privacy Control and Do Not Track

If your browser sends a Global Privacy Control (GPC) signal, we treat it as a request to opt out of the sale and sharing of your information: Marketing stays off for that browser, even if you switched it on before. Personalization and extended analytics start off too, and you can switch those on. Our own first-party measurement, including Google Analytics processing it for us, is not a sale or sharing of your data, so it stays on; you can switch it off in Privacy choices. Browsers' “Do Not Track” setting has no agreed standard, so we don't respond to it — please use GPC or Privacy choices instead.

Other companies' tracking

When you use Shopperazzi, other companies may collect information about your online activities over time and across different websites: Meta, Google and TikTok, unless you switch Marketing off; Awin and Skimlinks, whose image servers host some shop logos and product images; and, after you click through to a shop, the affiliate network and the retailer.

Your rights and how to use them

Depending on the state you live in, you may have the right to know what personal information we hold about you and get a copy, to correct it, to delete it, and to opt out of its sale, sharing or use for targeted advertising (see above: “Do Not Sell or Share My Personal Information” or Global Privacy Control does that at once). We honor these requests wherever you live in the US. If you have an account, you can download or delete your data yourself from your account page. Otherwise, email hello@shopperazzi.com with “US privacy request” in the subject line.

We'll check the request comes from you, usually by replying to the email address on your account, and respond within 45 days. You can use an authorized agent; we'll ask for proof that they can act for you. If we turn down a request, you can appeal by replying to our answer with “Appeal” in the subject line. We won't treat you differently for using your rights.

Children

Shopperazzi is intended for adults. We do not knowingly collect personal data from children under 16. If you believe a child has given us their data, please contact us and we will delete it.

Changes and contact

We may update this policy from time to time; the date at the top shows when it last changed. For any privacy or data-protection request, email hello@shopperazzi.com and mark it for the attention of the data team.