The time toward the end of something; near the end of a period or event.
毎年、夏の終わり頃に海へ行く。
Every year I go to the sea toward the end of summer.
映画の終わり頃に驚きの展開がある。
There's a surprising development near the end of the movie.
仕事の終わり頃に急に忙しくなった。
It suddenly became busy toward the end of the workday.