Whether teams are part of the title race, chasing a European spot, or fighting for top-flight survival, a successful January can make all the difference.
So, with less than a fortnight to go, what does each of the 20 Premier League teams need most? RadioTimes.com highlights every top-flight club's transfer priority...
Arsenal – Re-stock the... arsenal
Viktor Gyokeres has struggled in his first season in the top flight, Gabriel Jesus hasn't offered much in terms of competition, while on the flanks, Bukayo Saka hasn't reached the heights of previous campaigns, and others are also failing to fire.
Donyell Malen's sale to Roma leaves Aston Villa short of forward options, with Evann Guessand the only real competition for Ollie Watkins, who has not been at his best this term.
Bournemouth – Find Antoine Semenyo 2.0
Losing a player of Antoine Semenyo's calibre is a major blow for Bournemouth and drafting in someone to help fill the gap has to be their top priority before the January window closes.
Leicester City's Abdul Fatawu and Brazilian teenager Rayan Vitor have been touted as two potential targets, which suggests the Cherries will be looking for potential rather than an immediate impact.
Brentford – Hold tight
The pair are bound to attract attention in the final week of the window – with Aston Villa, Newcastle and Spurs reportedly sniffing around – but the West Londoners must rebuff any approaches to give Keith Andrews's side a chance to finish off a fantastic season with a flourish.
An athletic and powerful defender, who is capable of filling in at both centre-back and on the right of the defence would be an excellent addition for the Seagulls.
Burnley – Goals, goals, goals!
It's a problem that the Turf Moor outfit simply have to address – either by signing a new centre-forward or creative midfielder – if they are to stand any chance of avoiding relegation back to the Championship.
While Axel Disasi looks set to get another chance under Liam Rosenior, chief among those that the new boss should look to move on is high earner Raheem Sterling.
Crystal Palace – Offer hope and a centre-back
The money from the sale of their former skipper to Man City should help them land a replacement, and Fenerbahçe defender Jayden Oosterwolde has been named a potential target.
David Moyes may well get his wish, with Romelu Lukaku's return and a swoop for Sunderland's Wilson Isidor among the solutions touted.
Fulham – Ignite a spark up front
The links to out-of-favour Man City winger Oscar Bobb are promising and could make for an exciting end to the window at Craven Cottage.
Beyond Dominic Calvert-Lewin, Brenden Aaronson, and Lukas Nmecha, the Whites lack attacking quality in the final third and that should be their focus in what is left of the winter window.
Liverpool – Cover (without spending another £400 million)
19-year-old Giovanni Leoni only joined in the summer but he's out until next season due to injury, as a result another central defender should be sought before the transfer deadline.
The priority now should be to trim the squad and perhaps raise some funds by offloading one of their out-of-favour wide attacking options, such as Oscar Bobb or Savinho.
Manchester United – Develop a spine
Replacing Manuel Ugarte, who has proven to be a poor signing, should be top of the agenda but the club chiefs may not want to splash the cash while interim boss Michael Carrick is at the helm.
Lecce's Tiago Gabriel is reportedly a target for the Tyneside club and would help to add some more youth into what is an aging squad.
Nottingham Forest – Inspire the resurrection of Chris Wood (or sign a new striker)
Summer signing Igor Jesus has scored just once in the league and, with the relegation battle intensifying, adding more forward firepower may keep them up. Towering Napoli forward Lorenzo Lucca – surely Sean Dyche's dream – appears to be an option they're exploring.
Sunderland – Fight off the vultures
The Black Cats have been outstanding this season but that will only raise interest in a number of their standout performers, with elite teams circling overhead. Keeping hold of their best players until at least the summer has to be a priority.
His talent is beyond doubt and he would be an investment with the future in mind, even if that's a future without Thomas Frank.
West Ham – Acquire defenders who can, y'know, defend
Shoring up the defence must be a priority for Nuno Espírito Santo and drafting in a new centre-back could go some way to fixing that issue.
Wolves – Build a Championship 2026/27 title-winning squad
It would take a miracle for the Black Country club to avoid the drop and they would be better off investing in Rob Edwards' squad for next season, rather than wasting money on desperate panic buys.
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