Brand new consumer research from the Emodo Institute shows that marketers need to be prepared for anything during the 2021 holidays. Shoppers and travelers are making plans — plans that could change at any minute. Ensure your organization is ready for the advertising challenges and opportunities ahead.

In fact, 47% of consumers have already planned to travel, shop, and spend time with friends and family this holiday season and nearly all of them are planning to up their holiday budgets. But, key factors could make those optimistic holiday plans fragile, altering the strategies marketers deploy for their holiday campaigns.