I’m sure someone has already mentioned this, but I just noticed that Owen had a Star Wars blanket at the beginning of Welcome to Storybrooke. Which kind of make me happy, because my favorite movie is (again) being referenced on my favorite show.
In fact, it was referenced twice in this scene.
The unicorn mobile from Emma’s nursery in fairy tale land somehow made it to Mr. Gold’s shop in Storybrooke.
August’s license plate number is 23, which is one of the numbers from Lost. NR appears to be a made up county abbreviation.
One of the doors in the room Jefferson takes Regina appears to be the door to Oz.
The framed prints visible in the hall appear to be John Tenniel’s illustrations from the Alice books. The illustration here is one from Through the Looking Glass.
Jefferson’s living room features an old optical illusion called a phenakistoscope. When that disk spins, it appears as if the horse is running. You can read up on them here.
Jefferson’s home in Storybrooke is number 316. This is likely a reference to Ajira Flight 316 from Lost. Warning: There are spoilers for Lost on the other end of that link.