Demand side management is an important tool for ensuring the flexibility of the electric power systems, as it maintains and regulates the balance of generation and consumption of electric energy and has a system-wide effect, which is formed by lowering electricity prices for consumers and optimizing the load and structure of generating and electric grid capacities. The article is devoted to the problem of managing the demand for electricity consumption within the framework of the retail electricity market in Russia. The author identifies and summarizes the existing demand management tools. The article substantiates the need for the development and implementation of innovative tools and mechanisms for managing the demand for electricity consumption.