Running Gear for Beginners

I've tried and given up on C25K in the past, and I'm going to try again in the next month.

I am a very good walker, but have never had much success with running, I think in part because I haven't been well-prepared. So I'm looking for recommendations from veteran runners.

Does anyone have recs for good but affordable shoes, including where to buy them and any questions I should ask or considerations I should take into account when choosing shoes? Also, clothing for running outdoors in moderately cold but not snowy weather? Any other gear that makes your runs easier to manage?

Any other tips for sticking with the program?