You cant compete head-to-head with Wally they have too much buying power, if you are an independent retailer you must buy smart in volume, plus closeouts overuns & such. the way you truly compete with e'm is SERVICE / KNOWLEDGE for the fisherman, the old way of doing business in tackle has not changed, clean a reel, spool line, repair a rod tip, while he's waiting he will brouse your store usually picking up extra items. Keep e'm coming back & your door says open. Wal-Mart is simply neglecting adressing your needs....remember the question at the service station-clean your winshield / check the oil?