You did not here this from me
Almost every local shop will match the big box store prices on rods/reels/lures.
Paying with cash rather then credit card helps too.
It's good when a shop owner knows you by name - they will pass on info that few know about.
Our local shops might not have 100,000 square feet of display the big box stores have - but guess what ?
The items stocked in that 1,000 square foot local store is what you need to catch fish.