Turtle River Trading Company

Best fishing shop in the entire area. Friendly atmosphere. Live bait is second to none. Scott keeps his minnow tanks spotless and his bait stays alive forever after you buy it. Make sure to follow his advice for the proper treatment of your minnows and other live bait after purchase. I'm still using his leeches I purchased 2 months ago. His fishing advice is on the money and honest. If fishing is slow, he'll tell you how to maximize your time on the water. Good selection of popular lures and equipment. Line winding, musky tackle etc.
Treats you like a guest not a customer. I appreciate all the hard work that goes into running a successful business.
Stop by and check it out.

Updating my review from 2 years ago:

We still love coming to Turtle Trading because of how absolutely pleasant Scot is. He is so helpful, extremely friendly, and never hesitates to assist with anything, even if it's just a casual chat. The stock is always top notch and our bait is always lively and healthy. We look forward to coming in every year and will continue to do so.

Other than Cabelas my favorite bait shop to go and visit. The owners make you seem like you've been best friends for years. I always stop in for whatever I need whenever I come up and stay at my cabin.

The owners are very knowledgeable, hospitable, accommodating and friendly. This is the only bait shop I will go to anymore when vacationing in, and around Mercer! My family has been going to Mercer, specifically Turtle Flambeau Flowage, about 7 years now.

Super friendly host. Obtained my fishing license, and bought a face shield. I absolutely recommend using this establishment for any of your outdoor necessities.!

Excellent place to go for fishing stuff!! Great customer service!!!!

Great place for local info and a great selection of lures. Stopped in on my way to a Wiscon Women Fish event on the Turtle Flambeau Flowage- it was great visiting with the owner & get some advice on catching fish-- huge selection of baits & lures!!

Great selection and excellent service. A must stop on your visit to the Mercer area.

Scot is awesome. He is very knowledgeable about the fish that are biting, where and on what. Has great tackle and live bait.

Nancy the owner is the best. Been going there for years. Very friendly and helpful to get to the right fishing spot.

Top notch quality on live bait and they give you excellent quantity as well. Very friendly and helpfull as well.

Great bait selection, decent prices, big selection of jig heads, lures and something for all sports year round.

Love this tackle store. Love my new hat too! Very nice owners 👍

Great place! Super helpful and friendly owner.

Owners are friendly and always ready to help. Great selection of bait.

Friendly people working there and so much selection. Every time I am up there I make it a point to stock up on lures I can't find many other places.

The owners were friendly and had current trend tackle on shelves.

AMAZING selection and help from the gentleman working! Had every kind of minnow a person needs!

Hands down THE BEST bait shop and gear store in Iron County.

Good place for your fishing needs. Good people