When you announce the end of a product or a service, you might anticipate a sudden rush in demand.
In 2008 Polaroid announced they were stopping producing instant film. This was the kind of film that produced an immediate physical photograph that emerged from the camera. Demand for the cameras and the film hit the roof. Fans of the Polaroid brand and photography enthusiasts alike rushed to purchase the remaining film and cameras, and prices for vintage Polaroid cameras increased significantly.
Use the scarcity model to your advantage, not just, "hurry, ends at midnight!" but a well considered campaign to capitalise on the popularity of the old before you introduce the new.
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