Fisherman's Friend, Discount Tackle, Poles, Rods, Reels. Fisherman's Friend, the Uk's favourite discount tackle shop is delighted to welcome you to our website, to shop here online for all your fishing tackle, bait, accessories, line, hooks, reels, rods, end tackle, floats, boots, sunglasses, umbrellas, poles, tackle boxes, clothing and justabout anything you can think of to make your day fishing both enjoyable and successful. We use the country's premier security facility Worldpay to ensure you are fully protected when shopping with us. It's why so many people come back. We also insure all goods in transit to you, and despatch within 24 hours of receipt of your order. If there is anything you can't see just let us know. Email us here.