Abstract The energy crisis during Winter 2022–2023 placed energy high on the public agenda in Denmark, including a hitherto unseen focus on dynamic electricity prices. This paper identifies a normalisation of following electricity prices online during the crisis and changing practices accordingly, the aim of the paper being to learn from this normalisation theoretically as well as policy-wise. The paper is based on a quantitative survey (N = 1000) and in-depth qualitative interviews (n = 30). Results showed that among those who indicate that they have flexible electricity prices almost 70% say that they follow prices daily, and an even larger share indicate that they are more aware of the timing of their electricity use compared to one year ago. Furthermore, more than half of the households used timers on their washing machines and dishwashers to time-shift appliance-use. Through an analysis of variation in interest and practices of time-shifting, we construct a parameter that we call ‘care for the energy system’, which showed more correlations than households’ socio-economy. The qualitative interviews revealed how experiences and engagement in time-shifting of practices for some households was prompted by tight economic constraints and for other households by care for energy and interest in green energy consumption. The results suggest that variable prices coupled with media and authority communication can encourage people to care for the energy system through time-shifting. However, as economic incentives can have social consequences, price signals should be coupled with financial support for vulnerable households.