<?xml version="1.0" encoding="UTF-8"?><edgarSubmission xmlns="http://www.sec.gov/edgar/ownership" xmlns:com="http://www.sec.gov/edgar/common">
  <headerData>
    <submissionType>144</submissionType>
    <filerInfo>
      <filer>
        <filerCredentials>
          <cik>0001601269</cik>
          <ccc>XXXXXXXX</ccc>
        </filerCredentials>
      </filer>
      <liveTestFlag>LIVE</liveTestFlag>



    </filerInfo>
  </headerData>
  <formData>
    <issuerInfo>
      <issuerCik>0000913341</issuerCik>
      <issuerName>C &amp; F FINANCIAL CORP</issuerName>
      <secFileNumber>000-23423</secFileNumber>
      <issuerAddress>
        <com:street1>EIGHTH &amp; MAIN STREETS</com:street1>
        <com:street2>P O BOX 391</com:street2>
        <com:city>WEST POINT</com:city>
        <com:stateOrCountry>VA</com:stateOrCountry>
        <com:zipCode>23181</com:zipCode>
      </issuerAddress>
      <issuerContactPhone>8048432360</issuerContactPhone>
      <nameOfPersonForWhoseAccountTheSecuritiesAreToBeSold>Crone S Dustin</nameOfPersonForWhoseAccountTheSecuritiesAreToBeSold>
      <relationshipsToIssuer>
        <relationshipToIssuer>Officer</relationshipToIssuer>
      </relationshipsToIssuer>
    </issuerInfo>
    <securitiesInformation>
      <securitiesClassTitle>Common</securitiesClassTitle>
      <brokerOrMarketmakerDetails>
        <name>Charles Schwab Corp.</name>
        <address>
          <com:street1>3000 Schwab Way</com:street1>
          <com:city>Westlake</com:city>
          <com:stateOrCountry>TX</com:stateOrCountry>
          <com:zipCode>76262</com:zipCode>
        </address>
      </brokerOrMarketmakerDetails>
      <noOfUnitsSold>2206</noOfUnitsSold>
      <aggregateMarketValue>174119.58</aggregateMarketValue>
      <noOfUnitsOutstanding>3225409</noOfUnitsOutstanding>
      <approxSaleDate>11/27/2024</approxSaleDate>
      <securitiesExchangeName>Nasdaq</securitiesExchangeName>
    </securitiesInformation>
    <securitiesToBeSold>
      <securitiesClassTitle>Common</securitiesClassTitle>
      <acquiredDate>01/19/2021</acquiredDate>
      <natureOfAcquisitionTransaction>Vested RSAs</natureOfAcquisitionTransaction>
      <nameOfPersonfromWhomAcquired>Issuer</nameOfPersonfromWhomAcquired>
      <isGiftTransaction>N</isGiftTransaction>
      <amountOfSecuritiesAcquired>999</amountOfSecuritiesAcquired>
      <paymentDate>01/19/2021</paymentDate>
      <natureOfPayment>Equity Compensation</natureOfPayment>
    </securitiesToBeSold>
    <securitiesToBeSold>
      <securitiesClassTitle>Common</securitiesClassTitle>
      <acquiredDate>12/21/2021</acquiredDate>
      <natureOfAcquisitionTransaction>Vested RSAs</natureOfAcquisitionTransaction>
      <nameOfPersonfromWhomAcquired>Issuer</nameOfPersonfromWhomAcquired>
      <isGiftTransaction>N</isGiftTransaction>
      <amountOfSecuritiesAcquired>1207</amountOfSecuritiesAcquired>
      <paymentDate>12/21/2021</paymentDate>
      <natureOfPayment>Equity Compensation</natureOfPayment>
    </securitiesToBeSold>
    <nothingToReportFlagOnSecuritiesSoldInPast3Months>Y</nothingToReportFlagOnSecuritiesSoldInPast3Months>
    <noticeSignature>
      <noticeDate>11/27/2024</noticeDate>
      <signature>Steven D Crone</signature>
    </noticeSignature>
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144
0001601269
XXXXXXXX
LIVE
0000913341
C & F FINANCIAL CORP
000-23423
EIGHTH & MAIN STREETS
P O BOX 391
WEST POINT
VA
23181
8048432360
Crone S Dustin
Officer
Common
Charles Schwab Corp.
3000 Schwab Way
Westlake
TX
76262
2206
174119.58
3225409
11/27/2024
Nasdaq
Common
01/19/2021
Vested RSAs
Issuer
N
999
01/19/2021
Equity Compensation
Common
12/21/2021
Vested RSAs
Issuer
N
1207
12/21/2021
Equity Compensation
Y
11/27/2024
Steven D Crone