All About The Bait

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All About The Bait - FACE MASKS

FACE MASK

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Fishing Hats

JIGHEADS & PADDLETAIL COMBO PACKS

Paddle Tails

ARTIFICIAL BAITS

Key West Artwork

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Featured Items

"All About The Bait" Tarpon - Transfer Sticker - White - 7"

$5.00

TARPON SCALES HOODED - Black - 50+ UPF - Long Sleeve Performance Shirt - 100% Polyester - FREE DELIVERY

~~$40.00~~ $25.00 Sale

ALL ABOUT THE BAIT TARPON - T-Shirt - BLACK - Hanes Comfort Soft - 100% Cotton - FREE SHIPPING

~~$20.00~~ $15.00 Sale

MASTER BAITER - T-Shirt - Light Blue - Hanes Comfort Soft - 100% Cotton - FREE SHIPPING

~~$20.00~~ $15.00 Sale

MASTER BAITER - T-Shirt - Ash - Hanes Comfort Soft - 100% Cotton - FREE SHIPPING

~~$20.00~~ $15.00 Sale

AATB Bait Dehooker 5000 - FREE SHIPPING

$5.00

PAPAYA - Button Up Long Sleeve Guide Shirts - UPF 40 - AATB Embroidery Logo - FREE SHIPPING

~~$50.00~~ $40.00 Sale

TROPICAL BLUE - Button Up Long Sleeve Guide Shirts - UPF 40 - AATB Embroidery Logo - FREE SHIPPING

~~$50.00~~ $40.00 Sale

WHITE - Button Up Long Sleeve Guide Shirts - UPF 40 - AATB Embroidery Logo - FREE SHIPPING

~~$50.00~~ $40.00 Sale

SAND - Button Up Long Sleeve Guide Shirts - UPF 40 - AATB Embroidery Logo - FREE SHIPPING

~~$50.00~~ $40.00 Sale

SEA GREEN - Button Up Long Sleeve Guide Shirts - UPF 40 - AATB Embroidery Logo - FREE SHIPPING

~~$50.00~~ $40.00 Sale

AATB COBRA/BANANA Jigheads - SAMPLE PACK 1/4, 1/2, 3/4 oz. (3 or 5 OF EACH SIZE (9/15 Total)) - 2/0, 3/0, & 4/0 Mustad 2X Heavy Duty Hooks - 9 OR 15 pack. FREE SHIPPING

$15.00

AATB COBRA/Banana Jigheads - 1/4 oz - 2/0 Mustad 2X Heavy Duty Hook - 5, 10, or 25 pack. FREE SHIPPING.

$10.00

AATB COBRA/Banana Jigheads - 1/2 oz - 3/0 Mustad 2X Heavy Duty Hook - 5, 10, or 25 pack. FREE SHIPPING.

$11.00

AATB COBRA/Banana Jigheads - 3/4 oz - 4/0 Mustad 2X Heavy Duty Hook - 5, 10, or 25 pack. FREE SHIPPING.

$13.00

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AATB JIGHEADS & PADDLETAIL COMBO PACKS

AATB COBRA/BANANA Jigheads - SAMPLE PACK 1/4, 1/2, 3/4 oz. (3 or 5 OF EACH SIZE (9/15 Total)) - 2/0, 3/0, & 4/0 Mustad 2X Heavy Duty Hooks - 9 OR 15 pack. FREE SHIPPING

$15.00

AATB COBRA/Banana Jigheads - 1/4 oz - 2/0 Mustad 2X Heavy Duty Hook - 5, 10, or 25 pack. FREE SHIPPING.

$10.00

AATB COBRA/Banana Jigheads - 1/2 oz - 3/0 Mustad 2X Heavy Duty Hook - 5, 10, or 25 pack. FREE SHIPPING.

$11.00

AATB COBRA/Banana Jigheads - 3/4 oz - 4/0 Mustad 2X Heavy Duty Hook - 5, 10, or 25 pack. FREE SHIPPING.

$13.00

AATB Custom FISH HEAD Jigheads - SAMPLE PACK (2 or 5 OF EACH SIZE (12/30 Total)) - 3/0 HD & 4/0 Mustad 2X Heavy Duty Hooks - 12 OR 30 pack. FREE SHIPPING

$15.00

3D Molded Fish Eyes - Silver - For AATB Jigheads - 3mm to 7mm - FREE SHIPPING

$1.00

AATB Custom FISH HEAD Jigheads - 1/8 oz - 3/0 Heavy Duty Hook - 5, 10, or 25 pack. FREE SHIPPING

$8.00

AATB Custom FISH HEAD Jigheads - 1/4 oz - 3/0 Heavy Duty Hook - 5, 10, or 25 pack. FREE SHIPPING.

$8.00

AATB Custom FISH HEAD Jigheads - 1/8 oz - 4/0 Mustad 2X Heavy Duty Hook -5, 10, or 25 pack. FREE SHIPPING.

$10.00

AATB Custom FISH HEAD Jigheads - 1/4 oz - 4/0 Mustad 2X Heavy Duty Hook -5, 10, or 25 pack. FREE SHIPPING.

$10.00

AATB Custom FISH HEAD Jigheads - 1/2 oz - 4/0 Mustad 2X Heavy Duty Hook - 5, 10, or 25 pack. FREE SHIPPING.

$11.00

AATB Custom FISH HEAD Jigheads - 1 oz - 4/0 Mustad 2X Heavy Duty Hook - 5, 10, or 25 pack. FREE SHIPPING

$12.00

Silver/Gold/Combo - 2 5/8" Paddletail Soft Plastic (qty 40) + AATB Jighead (qty 4) COMBO PACK. FREE SHIPPING.

$15.00

4" SILVER/GOLD Paddletail Soft Plastic (qty 20) + AATB Jighead (qty 4) COMBO PACK. FREE SHIPPING.

$15.00

4" Paddletail Soft Plastic (qty 20) + AATB Jighead (qty 4) COMBO PACK. FREE SHIPPING.

$15.00

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Fishing Shirts

Get half off any mask w/any shirt or hat purchase. Discount Code: halfpricemask

Shirts

PAPAYA - Button Up Long Sleeve Guide Shirts - UPF 40 - AATB Embroidery Logo - FREE SHIPPING

~~$50.00~~ $40.00 Sale

SEA GREEN - Button Up Long Sleeve Guide Shirts - UPF 40 - AATB Embroidery Logo - FREE SHIPPING

~~$50.00~~ $40.00 Sale

TROPICAL BLUE - Button Up Long Sleeve Guide Shirts - UPF 40 - AATB Embroidery Logo - FREE SHIPPING

~~$50.00~~ $40.00 Sale

SAND - Button Up Long Sleeve Guide Shirts - UPF 40 - AATB Embroidery Logo - FREE SHIPPING

~~$50.00~~ $40.00 Sale

WHITE - Button Up Long Sleeve Guide Shirts - UPF 40 - AATB Embroidery Logo - FREE SHIPPING

~~$50.00~~ $40.00 Sale

TARPON SCALES HOODED - Black - 50+ UPF - Long Sleeve Performance Shirt - 100% Polyester - FREE DELIVERY

~~$40.00~~ $25.00 Sale

LIVE BAIT MATTERS HOODED - Aqua Blue - 50+ UPF - Long Sleeve Performance Shirt - 100% Polyester - FREE DELIVERY

~~$40.00~~ $30.00 Sale

Pinfish EYE Bait Skins - COOLMAX - 100% Micro Fiber Polyester Performance Long Sleeve Shirt (FREE SHIPPING)

~~$35.00~~ $30.00 Sale

Flats Permit And Bonefish - COOLMAX - 100% Micro Fiber Polyester Performance Long Sleeve Shirt (FREE SHIPPING)

~~$35.00~~ $30.00 Sale

(+FREE 10 PACK OF JIGS) - Yellowtail Snapper w/ Drift Jig - COOLMAX - 100% Micro Fiber Polyester Performance Long Sleeve Shirt (FREE SHIPPING)

~~$35.00~~ $30.00 Sale

Bloody Tuna - COOLMAX - 100% Micro Fiber Polyester Performance Long Sleeve Shirt (FREE SHIPPING)

~~$35.00~~ $30.00 Sale

Cut Pinfish Meat Hunter - COOLMAX - 100% Micro Fiber Polyester Performance Long Sleeve Shirt (FREE SHIPPING)

~~$35.00~~ $25.00 Sale

Pinfish With Tarpon. Royal Blue/White - COOLMAX - 100% Micro Fiber Polyester Performance Long Sleeve Shirt (FREE SHIPPING)

~~$35.00~~ $30.00 Sale

Mullet Bait Skins - COOLMAX - 100% Micro Fiber Polyester Performance Long Sleeve Shirt (FREE SHIPPING)

~~$35.00~~ $30.00 Sale

Chum with Yellowtail Snapper. Light Blue - COOLMAX - 100% Micro Fiber Polyester Performance Long Sleeve Shirt (FREE SHIPPING)

~~$35.00~~ $30.00 Sale

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T-SHIRTS

Get half off any mask w/any shirt or hat purchase. Discount Code: halfpricemask

T-SHIRTS

ALL ABOUT THE BAIT TARPON - T-Shirt - BLACK - Hanes Comfort Soft - 100% Cotton - FREE SHIPPING

~~$20.00~~ $15.00 Sale

MASTER BAITER - T-Shirt - Light Blue - Hanes Comfort Soft - 100% Cotton - FREE SHIPPING

~~$20.00~~ $15.00 Sale

MASTER BAITER - T-Shirt - Ash - Hanes Comfort Soft - 100% Cotton - FREE SHIPPING

~~$20.00~~ $15.00 Sale

(NEW) LIVE BAIT MATTERS - SILVER - SHORT Sleeve Performance Shirt - 100% Polyester- FREE DELIVERY

$24.00

Pinfish With Tarpon. Royal Blue/White - 100% Micro Fiber Polyester Performance SHORT Sleeve Shirt (FREE SHIPPING)

$28.00

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Artificial Baits

FREE SHIPPING

Artificial Baits

MIXED COLOR - 75 ct. (5 of each size/color) - Yellowtail Snapper Drift Jig - FREE SHIPPING

$27.00

CHARTREUSE - 50 CT. - Yellowtail Snapper Drift Jig - FREE SHIPPING

$15.00

PINK - 50 CT. - Yellowtail Snapper Drift Jig - FREE SHIPPING

$15.00

WHITE - 50 CT. - Yellowtail Snapper Drift Jig - FREE SHIPPING

$15.00

RED - 50 CT. - Yellowtail Snapper Drift Jig - FREE SHIPPING

$15.00

GLOW- 50 CT. - Yellowtail Snapper Drift Jig - FREE SHIPPING

$16.00

AATB COBRA/BANANA Jigheads - SAMPLE PACK 1/4, 1/2, 3/4 oz. (3 or 5 OF EACH SIZE (9/15 Total)) - 2/0, 3/0, & 4/0 Mustad 2X Heavy Duty Hooks - 9 OR 15 pack. FREE SHIPPING

$15.00

AATB COBRA/Banana Jigheads - 1/4 oz - 2/0 Mustad 2X Heavy Duty Hook - 5, 10, or 25 pack. FREE SHIPPING.

$10.00

AATB COBRA/Banana Jigheads - 1/2 oz - 3/0 Mustad 2X Heavy Duty Hook - 5, 10, or 25 pack. FREE SHIPPING.

$11.00

AATB COBRA/Banana Jigheads - 3/4 oz - 4/0 Mustad 2X Heavy Duty Hook - 5, 10, or 25 pack. FREE SHIPPING.

$13.00

3D Molded Fish Eyes - Silver - For AATB Jigheads - 3mm to 7mm - FREE SHIPPING

$1.00

AATB Custom FISH HEAD Jigheads - SAMPLE PACK (2 or 5 OF EACH SIZE (12/30 Total)) - 3/0 HD & 4/0 Mustad 2X Heavy Duty Hooks - 12 OR 30 pack. FREE SHIPPING

$15.00

AATB Custom FISH HEAD Jigheads - 1/8 oz - 3/0 Heavy Duty Hook - 5, 10, or 25 pack. FREE SHIPPING

$8.00

AATB Custom FISH HEAD Jigheads - 1/4 oz - 3/0 Heavy Duty Hook - 5, 10, or 25 pack. FREE SHIPPING.

$8.00

AATB Custom FISH HEAD Jigheads - 1/8 oz - 4/0 Mustad 2X Heavy Duty Hook -5, 10, or 25 pack. FREE SHIPPING.

$10.00

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HATS

Get half off any mask w/any shirt or hat purchase. Discount Code: halfpricemask

HATS (FREE DELIVERY)

(4 Colors) ALL ABOUT THE BAIT TARPON - Sport-Tek ® Yupoong ® Retro Trucker Cap (STC39) - 7 Snap Back (FREE DELIVERY)

$23.00

(2 Colors) ALL ABOUT THE BAIT TARPON - KC Caps KC8400 Adult Pro Style Trucker Cap with Neon Mesh - (FREE DELIVERY)

$19.00

(2 Colors) ALL ABOUT THE BAIT TARPON - KC Caps KC7040 Fashion Camo Mesh Trucker Cap (FREE DELIVERY)

$18.00

(1 Colors) ALL ABOUT THE BAIT TARPON - MEDIUM/LARGE New Era® Stretch Mesh Cap (NE1020) - (FREE DELIVERY)

$24.00

(1 Color) ALL ABOUT THE BAIT TARPON - LARGE/X-LARGE New Era® Stretch Mesh Cap (NE1020) - (FREE DELIVERY)

$24.00

(3 Colors) Mullet - KC Caps KC8400 Adult Pro Style Trucker Cap with Neon Mesh - (FREE DELIVERY)

$22.00

(4 Colors) Mullet Sport-Tek ® Yupoong ® Retro Trucker Cap (STC39) - 7 Snap Back (FREE DELIVERY)

$23.00

(4 Colors) MULLET - MED/LARGE New Era® Stretch Mesh Cap (NE1020) - (FREE DELIVERY)

$27.00

(5 Colors) MULLET - LARGE/X-LARGE New Era® Stretch Mesh Cap (NE1020) - (FREE DELIVERY)

$27.00

MULLET - KC Caps KC7040 Fashion Camo Mesh Trucker Cap (FREE DELIVERY)

$20.00 Sold out

(3 Colors) LIVE BAIT MATTERS - KC Caps KC7040 Fashion Camo Mesh Trucker Cap (FREE DELIVERY)

$18.00

(3 Colors) LIVE BAIT MATTERS - KC Caps KC8400 Adult Pro Style Trucker Cap with Neon Mesh - (FREE DELIVERY)

$19.00

(3 Colors) LIVE BAIT MATTERS Sport-Tek ® Yupoong ® Retro Trucker Cap (STC39) - 7 Snap Back (FREE DELIVERY)

$20.00

(4 Colors) LIVE BAIT MATTERS - MEDIUM/LARGE New Era® Stretch Mesh Cap (NE1020) - (FREE DELIVERY)

$24.00

(3 Colors) LIVE BAIT MATTERS - LARGE/X-LARGE New Era® Stretch Mesh Cap (NE1020) - (FREE DELIVERY)

$24.00

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Fishing Hats

Fishing Boonie Hat With Neck Flap - Desert Tan - One Size Fits Most - Free Shipping

$12.00

Fishing Boonie Hat With Neck Flap - Pewter Gray - One Size Fits Most - Free Shipping

$12.00

Fishing Boonie Hat With Neck Flap - Forest Green - One Size Fits Most - Free Shipping

$12.00

Fishing Boonie Hat With Neck Flap - Navy Blue - One Size Fits Most - Free Shipping

$12.00

AATB LOGO FACE MASKS

Custom designed face masks featuring the All About The Bait Logo.

AATB LOGO FACE MASKS

Fishing Face Mask, Hood, Beanie, Neckerchief, Headband, or Balaclava. #5064

$7.00

Fishing Face Mask, Hood, Beanie, Neckerchief, Headband, or Balaclava. #5065

$7.00

Fishing Face Mask, Hood, Beanie, Neckerchief, Headband, or Balaclava. #5060

$7.00

Fishing Face Mask, Hood, Beanie, Neckerchief, Headband, or Balaclava. #5062

$7.00

Fishing Face Mask, Hood, Beanie, Neckerchief, Headband, or Balaclava. #5063

$7.00

Fishing Face Mask, Hood, Beanie, Neckerchief, Headband, or Balaclava. #5061

$7.00

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Fishing Face Mask, Hood, Beanie, Neckerchief, Headband, or Balaclava.

(1 for $5)(3 for $13.50)(5 for $20) Free Shipping

Fishing Face Mask, Hood, Beanie, Neckerchief, Headband, or Balaclava.

Fishing Face Mask, Hood, Beanie, Neckerchief, Headband, or Balaclava. #5059

$5.00

Fishing Face Mask, Hood, Beanie, Neckerchief, Headband, or Balaclava. #5058

$5.00

Fishing Face Mask, Hood, Beanie, Neckerchief, Headband, or Balaclava. #5057

$5.00

Fishing Face Mask, Hood, Beanie, Neckerchief, Headband, or Balaclava. #5056

$5.00

Fishing Face Mask, Hood, Beanie, Neckerchief, Headband, or Balaclava. #5055

$5.00

Fishing Face Mask, Hood, Beanie, Neckerchief, Headband, or Balaclava. #5054

$5.00

Fishing Face Mask, Hood, Beanie, Neckerchief, Headband, or Balaclava. #5053

$5.00

Fishing Face Mask, Hood, Beanie, Neckerchief, Headband, or Balaclava. #5052

$5.00

Fishing Face Mask, Hood, Beanie, Neckerchief, Headband, or Balaclava. #5000

$5.00

Fishing Face Mask, Hood, Beanie, Neckerchief, Headband, or Balaclava. #5001

$5.00

Fishing Face Mask, Hood, Beanie, Neckerchief, Headband, or Balaclava. #5002

$5.00

Fishing Face Mask, Hood, Beanie, Neckerchief, Headband, or Balaclava. #5003

$5.00

Fishing Face Mask, Hood, Beanie, Neckerchief, Headband, or Balaclava. #5004

$5.00

Fishing Face Mask, Hood, Beanie, Neckerchief, Headband, or Balaclava. #5005

$5.00

Fishing Face Mask, Hood, Beanie, Neckerchief, Headband, or Balaclava. #5006

$5.00

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Key West Artwork

Featuring local Key West and Florida Keys Artists and their artwork.

Key West Artwork

(2 Sizes) Ray Rolston Canvas Print - Flats - FREE SHIPPING

~~$20.00~~ $15.00 Sale

Ray Rolston Canvas Print - Sloppy Joes Bar - FREE SHIPPING

~~$30.00~~ $25.00 Sale

Ray Rolston Canvas Print - Fort Zachary Taylor Mile Marker - FREE SHIPPING

~~$30.00~~ $25.00 Sale

Ray Rolston Canvas Print - Southernmost Point - FREE SHIPPING

~~$30.00~~ $25.00 Sale

Ray Rolston Canvas Print - ZERO MILE - FREE SHIPPING

~~$30.00~~ $25.00 Sale Sold out

(Two Sizes) Ray Rolston Canvas Print - Tarpon With Fly - FREE SHIPPING

~~$20.00~~ $15.00 Sale

(Two Sizes) Ray Rolston Canvas Print - Key West Billfish - FREE SHIPPING

~~$20.00~~ $15.00 Sale

Ray Rolston Canvas Print - Hemingway Billfish/Stilt House - FREE SHIPPING

~~$30.00~~ $25.00 Sale

Ray Rolston Canvas Print - Key West Time - FREE SHIPPING

~~$30.00~~ $25.00 Sale

(Two Sizes) Ray Rolston Canvas Print - Offshore Fish - FREE SHIPPING

~~$20.00~~ $15.00 Sale

Ray Rolston Canvas Print - LOBSTER - FREE SHIPPING

~~$30.00~~ $25.00 Sale Sold out

Ray Rolston Canvas Print - Keys Canal - FREE SHIPPING

~~$30.00~~ $25.00 Sale Sold out

(2 Sizes) Ray Rolston Canvas Print - Mangrove Snook - FREE SHIPPING

~~$20.00~~ $15.00 Sale Sold out

Ray Rolston Canvas Print - Capt Tonys - FREE SHIPPING

~~$30.00~~ $25.00 Sale Sold out

Ray Rolston Canvas Print - Key West Colors - FREE SHIPPING

~~$30.00~~ $25.00 Sale Sold out

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Stickers

(1 for $5)(3 for $10)(10 for $20) Free Shipping

Stickers

"All About The Bait" Tarpon - Transfer Sticker - White - 7"

$5.00

Key West Kayak Fishing 5" Round Sticker

$5.00

Menhaden/Bunker/Pogy 5" Round Sticker

$5.00

Threadfin Herring 5" Round Sticker

$5.00

Fiddler Crab 5" Round Sticker

$5.00

Mud Minnow 5" Round Sticker

$5.00

Sand Crab (Mole Crab) 5" Round Sticker

$5.00

Ladyfish 5" Round Sticker

$5.00

Croaker 5" Round Sticker

$5.00

Mojarra 5" Round Sticker

$5.00

Anchovy 5" Round Sticker

$5.00

Pilchard (Scaled Sardine) 5" Round Sticker

$5.00

Mullet 5" Round Sticker

$5.00

Squid 5" Round Sticker

$5.00

All About The Bait - If You Chum, They Will Come Sticker

Chum 5" Round Sticker

$5.00

Pinfish 5" Round Sticker

$5.00

Blue Crab 5" Round Sticker

$5.00

Shrimp 5" Round Sticker

$5.00

Ballyhoo 5" Round Sticker

$5.00

Blue Runner 5" Round Sticker

$5.00

Goggle Eye 5" Round Sticker

$5.00

Live Bait Matters - Ballyhoo 5" Round Sticker

$5.00

Live Bait Matters - Blue Crab 5" Round Sticker

$5.00

Live Bait Matters - Blue Runner 5" Round Sticker

$5.00

Live Bait Matters - Goggle Eye 5" Round Sticker

$5.00

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Live Bait Matters

LIVE BAIT MATTERS HOODED - Aqua Blue - 50+ UPF - Long Sleeve Performance Shirt - 100% Polyester - FREE DELIVERY

~~$40.00~~ $30.00 Sale

LIVE BAIT MATTERS - Light Blue - Long Sleeve Performance Shirt - 100% Polyester- FREE DELIVERY

$27.00

LIVE BAIT MATTERS - Silver - Long Sleeve Performance Shirt - 100% Polyester- FREE DELIVERY

$27.00

LIVE BAIT MATTERS - Short Sleeve T-shirt - Light Blue - 100% Combed Ringed-Spun Fine Jersey Cotton (FREE SHIPPING)

$20.00

LIVE BAIT MATTERS - Short Sleeve T-shirt - Light Gray - 100% Combed Ringed-Spun Fine Jersey Cotton (FREE SHIPPING)

$20.00

LIVE BAIT MATTERS - Light Blue - SHORT Sleeve Performance Shirt - 100% Polyester- FREE DELIVERY

$24.00

(NEW) LIVE BAIT MATTERS - SILVER - SHORT Sleeve Performance Shirt - 100% Polyester- FREE DELIVERY

$24.00

(4 Colors) LIVE BAIT MATTERS - MEDIUM/LARGE New Era® Stretch Mesh Cap (NE1020) - (FREE DELIVERY)

$24.00

(3 Colors) LIVE BAIT MATTERS - KC Caps KC8400 Adult Pro Style Trucker Cap with Neon Mesh - (FREE DELIVERY)

$19.00

(3 Colors) LIVE BAIT MATTERS - LARGE/X-LARGE New Era® Stretch Mesh Cap (NE1020) - (FREE DELIVERY)

$24.00

(3 Colors) LIVE BAIT MATTERS Sport-Tek ® Yupoong ® Retro Trucker Cap (STC39) - 7 Snap Back (FREE DELIVERY)

$20.00

(3 Colors) LIVE BAIT MATTERS - KC Caps KC7040 Fashion Camo Mesh Trucker Cap (FREE DELIVERY)

$18.00

Live Bait Matters - Pinfish 5" Round Sticker

$5.00

Live Bait Matters - Shrimp 5" Round Sticker

$5.00

Live Bait Matters - Pilchard 5" Round Sticker

$5.00

Live Bait Matters - Blue Crab 5" Round Sticker

$5.00

Live Bait Matters - Squid 5" Round Sticker

$5.00

Live Bait Matters - Mullet 5" Round Sticker

$5.00

Live Bait Matters - Goggle Eye 5" Round Sticker

$5.00

Live Bait Matters - Blue Runner 5" Round Sticker

$5.00

Live Bait Matters - Ballyhoo 5" Round Sticker

$5.00

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About Us

Why "All About The Bait"?

When it comes to fishing, what really matters? The "fishing" clothes that you wear, the boat that you ride, or the rod and reel that you use. No. When it comes right down to it, the only thing that a fish cares about is your bait. Knowing that is probably the most important key to fishing success.