Privacy policy

Annie’s Annuals & Perennials | Last updated: October 1, 2026

Who We Are and What This Policy Covers

This website, www.anniesannuals.com, and all related information, content, features, tools, products, and services (collectively, the "Services") are operated by Peaceful Valley Holdings, Inc., a California corporation, which owns and operates the Annie’s Annuals & Perennials brand ("Peaceful Valley," "we," "us," or "our"). Our store is hosted on the Shopify platform. This Privacy Policy describes how we collect, use, and disclose personal information when you visit or use the Services, make a purchase, sign up for our communications, participate in our rewards program, or otherwise interact with us. If there is a conflict between our Terms of Service and this Privacy Policy, this Privacy Policy controls with respect to the collection, processing, and disclosure of your personal information.

Personal Information We Collect

"Personal information" means information that identifies or can reasonably be linked to you. It does not include information that has been de-identified so that it cannot reasonably be linked to you. Depending on how you interact with the Services, we collect the following categories of personal information:

Identifiers and contact details, including your name, billing and shipping address, email address, phone number, account username, and online identifiers such as IP address, device identifiers, and cookie identifiers.

Commercial information, including products you view, add to your cart or wishlist, purchase, return, or exchange, your order history, and your participation in promotions or our rewards program.

Payment information, including payment card details and transaction details. Payment card numbers are collected and processed by our payment processors, such as Shopify Payments (including Shop Pay) and PayPal, and we do not store full card numbers.

Account information, including your username, password, preferences, and settings. You are responsible for keeping your account credentials confidential.

Communications, including the contents of emails, chat messages, phone calls, text messages, product reviews, and customer support inquiries you send to us.

Internet and other electronic activity, including your browsing and search activity on the Services, the pages and products you view, how you navigate and interact with pages (which may be collected through session replay technology as described below), referring URLs, and information about your browser, device, operating system, and network connection.

General location information, meaning the approximate location (such as city and state) inferred from your IP address. We do not collect precise geolocation.

Inferences drawn from the information above, such as your product interests and shopping preferences, used to personalize your experience and our marketing.

Where We Get Personal Information

Directly from you, when you create an account, place an order, sign up for emails or texts, join our rewards program, submit a review, enter a promotion, or contact us.

Automatically, from your device and browser when you use the Services, through cookies, pixels, software development kits, and similar technologies described below.

From our service providers and partners, including our e-commerce platform, payment processors, shipping and fulfillment providers, analytics providers, marketing platforms, and advertising partners.

From our affiliates, including businesses under common ownership with Peaceful Valley.

How We Use Personal Information

To provide the Services: processing payments, fulfilling and shipping orders, processing returns and exchanges, maintaining your account, administering the rewards program, remembering your preferences, and providing customer support.

To market and personalize: sending marketing emails, text messages, and postal mail you have signed up for, measuring the performance of our campaigns, and personalizing offers and product recommendations.

To improve the Services: analyzing how visitors use the site, diagnosing errors, testing features, and understanding which products and content are most useful.

For security and fraud prevention: authenticating accounts, protecting against fraudulent or malicious transactions and activity, and securing the Services.

For legal reasons: complying with applicable law and legal process, enforcing our terms and policies, and protecting our rights and the rights of our customers and others.

Cookies and Tracking Technologies

We and our service providers and partners use cookies, pixels, tags, and similar technologies on the Services. Some are strictly necessary to operate the store, such as keeping items in your cart and completing checkout. Others are used for analytics, functionality, and advertising. The technologies currently used on the Services include:

Platform and checkout: Shopify, which operates the store, checkout, and customer accounts, and provides the consent management and privacy tools described below.

Analytics and site performance: Google Analytics, which helps us understand site traffic and usage, and Microsoft Clarity, which provides aggregated usage analytics and session replay, meaning a reconstruction of how a visitor's browser interacted with a page, such as scrolling, clicking, and navigation, used to diagnose usability problems. Microsoft Advertising may receive identifiers and activity information through the Microsoft Clarity integration for advertising-related purposes.

Email and text marketing: Klaviyo, which manages our email and text message programs and, for identified subscribers, collects onsite activity such as products viewed in order to personalize communications.

Rewards program: LoyaltyLion, which administers our customer rewards program and tracks program activity.

Shopping features: Rebuy and Code Black Belt (Also Bought and Frequently Bought Together), which power product recommendations and cart features; Swish (Wishlist King), which saves products to wishlists; Attrac, which provides announcement and promotional banners; and Judge.me, which powers customer reviews.

Customer support: Intercom Messenger, including the Fin automated assistant, supports customer inquiries and support tickets. We collect and retain messages and related information you provide through these tools to respond to inquiries and provide support. An automated assistant may participate in these conversations. Retention is governed by the purposes described under How Long We Keep Personal Information.

Your Cookie Choices and the Consent Banner

Visitors in the United States are shown a cookie consent banner on their first visit. You can accept or decline non-essential cookies and adjust your preferences through the consent controls made available on the Services. Strictly necessary technologies, such as those required for checkout, continue to operate. Separately from the banner, you can opt out of the sale and sharing of your personal information through the "Your Privacy Choices" link on the Services or by using the Global Privacy Control signal, as described under Your Rights and Choices below. You may also contact us at privacy@anniesannuals.com regarding your privacy choices.

How We Disclose Personal Information

We disclose personal information to the following categories of recipients for the purposes described in this Policy:

Service providers that perform services on our behalf, including Shopify (platform hosting and checkout), payment processors, shipping carriers and fulfillment providers, inventory and order management providers, tax calculation providers, customer support tools, analytics providers, and marketing platforms. Service providers are permitted to use personal information only to provide services to us.

Analytics partners, including Microsoft through Clarity, that process identifiers and internet activity information collected from the Services for analytics and advertising-related purposes, as described above. Depending on your state, this disclosure may be considered a "sale" of personal information or "sharing" for cross-context behavioral advertising or targeted advertising under applicable privacy laws. We do not disclose personal information to third parties in exchange for money.

Affiliates, meaning businesses under common ownership with Peaceful Valley, consistent with this Policy.

Parties to a corporate transaction, such as a merger, acquisition, financing, or sale of assets, in connection with the evaluation or completion of the transaction.

Legal and safety recipients, where disclosure is required by law or legal process, or where we believe disclosure is necessary to enforce our terms, protect our rights, or protect the safety of our customers or others.

Notice of Financial Incentives

We offer programs that provide benefits in exchange for personal information, which may be considered financial incentives under some state laws. These currently include a discount on a first order for signing up for our email list, and our rewards program, through which members earn points and rewards based on purchases and other activity. The categories of personal information involved are identifiers, contact details, and commercial information. We calculate the value of the personal information involved as reasonably equal to the value of the discount or rewards provided, based on the expense to us of offering the benefit. Participation is voluntary. You may join at the places indicated on the Services and may withdraw at any time by unsubscribing from our communications or contacting us at the details below to leave the rewards program.

How Long We Keep Personal Information

We retain personal information for as long as needed to fulfill the purposes described in this Policy, including maintaining your account, providing the Services, complying with legal and tax obligations, resolving disputes, and enforcing our agreements. The retention period depends on the nature of the information and the purpose for which it is processed.

How We Protect Personal Information

We use administrative, technical, and physical safeguards designed to protect personal information, and payment card information is encrypted in transit. No security measures are perfect, however, and we cannot guarantee absolute security. Please do not send sensitive information to us through unsecured channels.

Children

The Services are not directed to children, and we do not knowingly collect personal information from children under 13. We do not have actual knowledge that we sell or share the personal information of consumers under 16 years of age. If you are a parent or guardian and believe a child has provided us personal information, please contact us using the details below and we will delete it as required by law.

Your Rights and Choices

Depending on where you live, you may have some or all of the following rights with respect to your personal information. These rights are subject to certain conditions and exceptions under applicable law.

Right to know and access: to request confirmation of whether we process your personal information and access to a copy of it, including in a portable format.

Right to delete: to request that we delete personal information we have collected from you.

Right to correct: to request that we correct inaccurate personal information.

Right to opt out of sale, sharing, and targeted advertising: to direct us not to sell or share your personal information or process it for targeted advertising. You can exercise this right through the "Your Privacy Choices" link on the Services, by adjusting the cookie consent banner where available, or by contacting privacy@anniesannuals.com. Global Privacy Control is a browser signal for communicating an opt-out preference. We treat this signal as a valid request to opt out of the sale and sharing of your personal information for the browser or device that sends it, and where we can associate the signal with your customer account, we apply the opt-out to that account as well. To request assistance with your privacy choices, contact privacy@anniesannuals.com. Other than the Global Privacy Control, we do not respond to "Do Not Track" signals.

Right to non-discrimination: we will not discriminate against you for exercising your rights, though certain programs, such as the financial incentives described above, require personal information to function.

To exercise your rights, use the tools indicated on the Services or contact privacy@anniesannuals.com. We may need to verify your identity before processing a request, and you may designate an authorized agent to submit requests on your behalf with proof of authorization. If we decline a request, you may appeal by replying to our decision or contacting privacy@anniesannuals.com with the subject line "Privacy Appeal," and depending on where you live, you may also lodge a complaint with your state attorney general or data protection authority. We will respond within the time required by applicable law.

Additional Disclosures for California Residents

In the preceding 12 months, we have collected the categories of personal information listed under Personal Information We Collect above, from the sources and for the purposes described in this Policy. We have disclosed each of those categories to service providers for business purposes. Disclosures of identifiers and internet or other electronic network activity information to partners for cross-context behavioral advertising may constitute sale or sharing under the California Consumer Privacy Act. We do not use or disclose sensitive personal information for purposes requiring a right to limit under California law. California residents may exercise the rights described above, including through the "Your Privacy Choices" link on the Services or by contacting privacy@anniesannuals.com.privacy@anniesannuals.com.

International Visitors

The Services are operated from the United States and are intended for United States customers. If you access the Services from outside the United States, your information will be transferred to, stored, and processed in the United States, where privacy laws may differ from those of your jurisdiction.

Changes to This Privacy Policy

We may update this Privacy Policy from time to time, including to reflect changes to our practices or for operational, legal, or regulatory reasons. We will post the revised Policy on the Services, update the date above, and provide any additional notice required by applicable law.

Contact Us

If you have questions about this Privacy Policy or our privacy practices, or if you would like to exercise your rights, please contact us by email at privacy@anniesannuals.com, by phone at +1 888-787-9727, or by mail at Peaceful Valley Holdings, Inc., 125 Clydesdale Court, Grass Valley, CA 95945, United States.