It's one huge marketing thing isn't it. Don't let it get you down. It's quite cheap really.
If you have a car, you'll need a baby seat to take the baby away from hospital. You'll need a buggy too, some can attach to the car seat or you could decide to use a sling for the first few months. Car seats are hard to get secondhand and not recommended. The best value I could find was from preciouslittleone.
Moses baskets or cribs aren't necessary imo because they grow out of them in about 4 months anyway. So you'll need a cot, secondhand is fine just order a new mattress. Sheets and blankets - not quilt or pillows. Get pure cotton as you may need to do a really hot wash. If your mum's handy with a sewing machine, get her to make two cot sheets from one single one, it's cheaper.
People will give you baby clothes but you'll need basics like vests, babygrows and a cardigan, a hat and a shawl.
Otherwise I managed with 4 bottles, nappies, nappy cream, cotton wool, baby wipes and a changing mat. Supermarket own label are fine. Breastmilk is on tap or if it doesn't work, the hospital will help with formula to begin with. You don't need a steriliser. Nor an expensive changing bag. Mine is my last beach bag. And I abandoned my breastfeeding tops because they were hopeless and went back to stretchy lycra and soft supermarket bras.
That should get you started and then you can decide later what else, like a babybath etc. It really is fun and you can be really creative without spending much.