This article explores how parents choose childcare settings for their pre‐school children within a context of complex policy on eligibility for free provision and a developing market. Using data from interviews with 17 mainly middle‐class parents in England, we explore in detail how parents go about choosing a childcare setting and the different phases of this process. This adds further nuance to the existing literature on choosing practices and the dysfunction and inequalities of a neoliberal childcare market, and also updates the discussion to include recent policy developments such as the provision of ‘30 hours free childcare’ for 3 and 4‐year‐olds. We conclude that parental choosing involves a series of decisions in two or three phases, which start from practical considerations, followed by quality comparison and then back to practical constraints if a decision has not been made. The options open to parents are split between not only those able to accommodate shorter ‘free’ provision and those that require longer periods of childcare to work, but also between those with children under three and above. Contrary to previous findings in this area, this split may work to the disadvantage of some middle‐class families, whose children attend lower‐quality settings as a result.

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