believe it or not
bass pro shops is usually cheaper than even wal mart on fishing gear (and fishing stuff alone)
the best deal is to cruise craigslist.
lots of people selling their fishing gear.
i got an entire car load of stuff once. 20+ rods and reels, boxes and boxes of bait, lures, swivels, etc, etc, etc (I mean LOTS), waders, books, etc for $300
yes, best deal ever.