Provision of early childhood education and care (ECEC) in England is highly marketised. Since 2010, when the Labour Party lost power to a Conservative/Liberal Democrat Coalition, followed by a Conservative victory in 2015, there has been a strong austerity agenda. It is therefore surprising that ECEC has continued to be supported and expanded. However, we show that policies to address the three key issues of availability, affordability and quality have undergone significant incremental change in response to shifting emphases between the two main goals of increasing children's development and mothers' employment, together with a much firmer orientation towards the importance of growing the childcare market. (author abstract)