There are various shops you can visit in each area of the game. The fishing shops (shop with the chimney) are where you can purchase rods, lures, flies, and bait. The general store (shop with hexagon shaped sign) is where you can purchase food and special items. The fish shop (two large kanji on sign) is where you can sell your fish for cash. The inn (Japanese lantern) is where you can recover your HP for a small fee and read the message board.

 Bait Shop Inventory

General Store inventory