It would appear that the government has admitted that it doesn't have time for plans, if it's only known at the end of October that there will be no deal. Barclay has written to Barnier, asking for mini-deals with countries such as France. Barnier has said very clearly that the EU has contingency plans for no deal and (very politely) told Barclay to sling his hook. Isn't this when the EU is supposed to say "Oh, we need more you than you need us. We'll do what you want!" It seems as though the EU didn't read the script.
I've seen a number of complaints on social media from businesses saying that, even at this late stage, they can't plan because they're not being given the information they need. Therefore, the ads on motorways are a waste of time, if people don't know what the future holds for them from an operational point of view.