The most expensive jersey I bought was $60, and that's because it was the cheapest one that the only bike store around had, and I needed one. I won't spend more than $100 on a jersey and bibs combined.

Eyewear is the one thing I won't skimp on, it's a combination of me needing an Rx and me having a use for eyepro outside of cycling, so I go Oakley, but that's personal preference.