I sell both retail (online) and wholesale. Just from my experience tackle shops wants at least 40% margin. Wholesalers want another 15-25% on top of that. Definitely not cheap, but you have to weigh the options. Are you a bait producer, marketer, salesman, etc...If you're good at all of them, and have a must have product, then setup your own website. A HUGE factor in selling to tackle shops is packaging. If your packaging isn't up to par then most of the time you can hang it up before you ever walk in the store. I have seen several guys fail who had really good baits but their packaging looked like a kid threw it together.
I spoke to an executive at a very prominent tackle manufacturer yesterday and he said that sales in this business equate to taking away sales from someone else. So like it or not, when you step into a tackle shop with the intent to sell then you are competing with the big boys as there are only so many pegs to go around. Having said that, stores are always looking for new, innovative products.
Good luck!