This paper explores the practicability of dynamic pricing, and in particular the incentives and possibilities for consumers to respond to such pricing. Using a unique and highly detailed data set from Sweden, price elasticities at the monthly level are estimated; the estimated price elasticities are insignificant. In addition, using a SUR framework, end-use specific load curves are estimated, with a view to analyzing how these correlate to possible restrictions on load shifting (e.g. the oce hours schedule). Based on these results, it is not evident that in the short-run, households have the possibility of shifting heating and lighting consumption to o-peak hours. Further, the cost reduction from shifting load from “expensive” to “cheap” hours is computed to be very small ; roughly 2-5% daily cost reduction from shifting load up to 7 hours ahead. These results have important implications for Swedish energy policy, in particular for the Swedish government’s stated goal of real-time pricing. The success of real time pricing depends heavily on demand response which, the results here indicate, are unlikely to be large without modest investments in technology and a substantial focus on it from the retailers, who appear to have little to gain from this switch in the short run.