All I can say is careful with the mask/fins/snorkel. These are the big money makers for shops as this is the gear they know they'll sell (all the other gear depends on if you keep diving, rarer than you think, especially with the card printing shops out there). I've never seen the dealer cost on these items but I imagine they get a higher return on mask/fin/snorkel than anything else out there.
Snorkels: Get as cheap a snorkel you can find or a collapsable one that you can stuff in your pocket. The snorkel is the most useless peice of gear there is and I can think of very few situations where its going to be helpful to have it and even fewer where it will save your life. The snorkel exists because recreational diving started on the California coast where you would have to swim several hundred feet in large waves before getting deep enough where you could dive. Unfortunately all agencies still require it for OW, probably because the LDS's would revolt if they didn't as they can convince (and I've seen them do it) a new diver that they need to buy this $50 air tube that has all these special features to keep water out of the tube. Its doubtful you'll ever use this $50 tube- your reg works better and the air is cleaner (especially when getting back on a diesel dive boat).
Mask: find one that fits and fits well. Side windows may look great in the shop but they work a little different in the water, you will see something in the side window coming up beside you and you think its just to the left of you but its actually several feet behind and to the left. That's because the light is going to bend quite a bit when hitting the window and you may find it frusterating having your eyes constantly lying to you. Clear skirts work well if you want some ambient light, black skirts will give a bit more of a tunnel effect. Also I'd stay away from purges. Clearing your mask will become the easiest thing in the world and with a good fitting mask, you won't be doing that unless someone kicks you in the face... that's what you get for tailgateing
Fins: Its amazing what you can spend on fins, I know they can run $200 and I'm sure you can buy a $250 pair. Now remember, this is for a piece of plastic with a rubber strap. Any fin will work. Split fins will be more efficient with the trade off being that kicks that don't stir up the bottom will be more difficult and you won't have as much control. I love standard blades but that's because I do types of diving that absolutely requires them.
Boots: Get some full ankle boots, they are more versatile than the feet-only boots. I usually wear a size smaller than my street size, you don't want much space past your toes. For you normal sized people, it may be half size smaller but for my foot, they stopped with the half sizes 3 sizes ago.
Color: Lots of colors out there... get whatever you want as long as its black. Seriously, black is cool today because everyone wants to look like a tech diver but it does have an advantage that you can find pretty much everything in black. If you buy some yellow fins and a yellow mask, you are later going to have to find a BC and a wetsuit that matches which will severely limit your options. It also doesn't look as bad when it fades.. remember, red turns pink when it fades (and its going to look purple underwater anyway).
Your friend is obviously a very experienced diver, I'd get as much info from him as I can as he's someone you can trust (stop short of getting dive computer advice though, I saw his profile photo
). I'm just a jerk and some other people here own some local area dive shops so I wouldn't trust anyone online more than your buddy.
I guess I missed the definition in the dictionary next to "dive shop owner" that says "cheat, liar and thief". 
