Lots of local stores I rather shop at before I go into Cabelas or Bass Pro for a surf rod.
M&D's have great service and prices hands down. I use the Natick Outdoor Store and pop into Surfland up in Newburyport when I am up there. After a little while they get to know and start calling you by your first name. I've never seen the same person twice in a Bass Pro shops the three times I have gone in there!
Gas is $ - stay local.
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