Shakespeare's Ugly Stik was the best-selling rod brand, accounting for 16.4% of all purchases. No surprise there. Ugly Stiks are inexpensive, and however clunky they might feel, they almost never break. Shimano, meanwhile, was the top-selling reel brand (23%). That's no surprise, either, since Shimano offers numerous spinning-reel models, for example, ranging in price from a measly $10 all the way up to $600-plus.