For me:
Positive Birth Company - used their Freya App for breathing, relaxation every night. made a huge difference during labour. Stayed at home a lot longer thanks to the breathing.
Pregnancy exercise ball - from 20 weeks, I swear this helped me stay comfortable all the way through and good in labour. I spent many hours watching TV on it, good to stay mobile.
Baby Bjorn bouncer- I got mine second hand, I can't explain why its better than other ones but it is. My baby loved it, good for meal times etc. Also very light, easy to take to other people's house.
Pram - do your research for what suits your lifestyle. second hand is fine but worth getting a decent one as you will use it a lot.
Sling - I didn't sling my baby loads when tiny but useful for walks etc. I have the Beco 8, would really recommend and good on the back.
Cheeky wipes - reusable wipes, so much better than normal wipes. I use for both face and bum at home. Saves a lot of wipes as one does the job of several throw away ones.
Next to bed crib - amazing. I had the Tutti Bambini, love the size of it and look. Zip down side to attach to bed and also portable if you go away for the night.
Coconut balm - love the KoKoso one. Great for babies skin, massages, your hands!
Cooking - stock up the freezer for those first few weeks when you don't have the energy to think about dinner.
Feel like I could go on all day! Personally I think don't get too many outfits, especially in smaller sizes as you do a lot of washing so have fresh clothes all the time and they grow fast.