crunch time

1. a period of intense pressure; a critical situation.

   It's crunch time for high-tech companies.

Word History and Origins

Origin of crunch time¹

1975–80

Idioms and Phrases

A period when pressure to succeed is great, often toward the end of an undertaking. For example, It's crunch time—we only have two more days to finish. This term employs crunch in the sense of “a critical situation or test.” [Slang; 1970s]

Example Sentences

“I know it wasn’t the best decision to take the ball out his hands in crunch time on that fourth down,” McVay said.

From Los Angeles Times

It feels like crunch time for Angela Rayner.

From BBC

"It is nice to play well at the crunch time; the play-offs and the Ryder Cup," Fitzpatrick said.

From BBC

They should not be written off after just two matches against a side that are turning into genuine World Cup contenders, particularly on home turf, and it is not yet crunch time for England or Edwards in terms of whether they can turn this around.

From BBC

But a series of lousy draft picks and a lack of an attractive infrastructure — that imaginary permanent practice facility is being built any day now! — have kept them from acquiring the sort of superstars that carry teams in crunch time, the kind of difference-makers this town deserves.

From Los Angeles Times