+1 on Cabelas. I am a walking, floating catalog.I shop at cabelas pretty often.
Ebay also has decent deals from time to time.
Wow, "chris61182" link to FFO turned up some deals! I've had good luck finding deals on rods, reels, & line on eBay. In fact, browsing eBay for a bargain is first stop before shopping retail.
Basspro.com and ebay are my favorites. Like Chuck and some of the others mentioned, Cabelas has a ton of great gear to choose from.