Parents-to-be are spending an average of £1,560 on their baby before he or she is even born, research suggests.
Most parents redecorate a room as a nursery, the survey suggests.
Almost a third of that is spent by expectant mothers on maternity wear, health supplements, books, magazines and pampering beauty treatments.
The rest goes on prams, car seats, changing and feeding equipment, baby monitors, toys and clothes.
Baby milk manufacturer SMA Nutrition surveyed 1,500 people through its website during October.
Eight out of every 10 parents who responded said they had started spending on their baby before they were six months into their pregnancy.
Almost the same proportion had redecorated a room as a nursery, while one out of every five said they had moved house at an estimated cost of £4,250.
One out of every seven said they had spent between £2,000 and £2,500 preparing for their new baby.
Meanwhile, one out of every 50 said they had spent more than £5,800.
Prams and pushchairs were the single most expensive item, with more than half of the people questioned spending more than £200 on these.
But, with the benefit of hindsight, the new parents said the biggest waste of money was baby carriers, followed by bottle warmers.
John McGinley, of SMA Nutrition, said: "With so many magazines and books dedicated to parenthood providing advice, it can be easy to be swept away by the wide choice of nursery kit available to supposedly make life easier."