The results of research prove the positive impact of quality preschool education to the development of children. Due to the fact that at preschool age the decision to apply to educational institutions is made by the parents (or legal representatives) of the child, we analyzed the motives of parents when applying to institutions of additional preschool education. Based on the materials of a sociological research 2021 in Yekaterinburg, the object of which were the parents of preschool children (n = 163; 85% women, 15% men), as well as the results of a study of families of preschool children in 2022 (n = 447 , 75% - women, 25% - men) the article highlighted such motives of parents as the desire to develop the abilities of their children at an early stage of their development, the desire to help the child acquire the necessary communication skills with peers and prepare for school. And the results of semi-formalized interviews with employees of children's centers (n = 15) in 2021 updated the external factors that encourage parents to apply for additional services for the development of children (the influence of relatives and society in general).