An electricity demand limiting system for limiting the electricity consumption of at least one resistive load device. The demand limiting system includes a consumption controller associated with the resistive load device that is operable to infinitely vary the amount of electricity being consumed by the load device. The consumption control device is in operative communication with a load controller such that the load controller can generate a control signal to affect the operation of the consumption control circuit. Preferably, the consumption control circuit is a triac-based circuit that receives the control signal from the load controller and limits the amount of electricity consumed by the resistive load device. The load controller can receive input signals from sensors monitoring the electricity delivery system or from the premise electricity meter. Further, the load controller can receive external inputs from a third party that determine the operation of the load controller in limiting the electricity demands of the resistive load device.