Personally I'd wait until you're as certain as you can be. With 1 in 5 pregnancies ending in miscarriage before 12 weeks I think it would add to the heartbreak if you had already bought lots of stuff. Only personal opinion, I don't mean to dampen the joy! (Pretty sure I'm miscarrying myself so I'm glad I haven't planned too far ahead)
I am also 10 weeks going on 11 very shortly. And this is going to be my first baby. No time is too early to start shopping for your baby, well maybe after being a week pregnant, that's a little too soon. However, we are almost into our second trimester. I don't thing I'm going to find out the sex of my baby either. So while you're shopping just keep in mind to pick up stuff that could be unisex. Colors like: yellow, biege, red, orange etc.. You can never have too much for baby, after all... You're going to be doing at least 18 years of shopping! All the best wishes to you and your pregnancy, and best of luck!