The article discusses the process of changing family functions towards its commercialization, namely the emergence and development of the market of paid services for the family in the areas that historically have been served by the resources of the family itself. The authors analyzed 30 interviews with young parents and childless couples, and also carried out a content analysis of 150 discussions on family forums and materials on websites promoting commercial services for families to identify the transfer of certain family functions to external paid experts. According to the results of the study, the authors conclude that most of all changes can be traced on the example of reproductive, educational, running the house, emotional and leisure functions. Special attention is paid to the institutionalization of the recreational function, in particular such aspect of it as holding children’s parties.