I'm very close to your age, with kids 4 and 5. We started saving for them at birth. Right now, they have about $40K+ combined in ESAs and 529s. Plus, their grandparents have put aside an undisclosed amount (I'm guessing $10K per child). I wanted to start saving early so the money could have time to grow. Saving money now means less money needed later.
Anyway, this is how I save. First, we own our home outright. Long story, but we got big "bonuses" from a WONDERFUL company that we used to pay off the mortgage. Second, we each save about 25% of our income in 401(k)s to get into the 15% tax bracket. Third, we save the $5K per year for both DH and I in a Roth. Fourth, we fund the ESAs with $2K per year for each kid. Last, we put in $100/month into their 529s and have a credit card that gives us 2% back on all purchases into the 529 plan (about another $500 per year). Anything left over goes into our emergency fund/car fund.
I hope that helps. We have a good nest egg built up for our age (I just turned 34). But, as you can see, we save, save, save so much. I'm doing the no-buy month; it's fun to see how much you can save. We hope to retire after our kids finish college with at least $2 million, but who really knows what will happen.
BTW-I put myself through college, so I hope to help my kids out as much as possible. It was hard paying for myself, but I did it!