A time for self-loathing, ambitious and ultimately unrealistic resolutions and desperate football clubs trying to rectify their seasons.
We all know any serious, well-functioning side doesn’t need the January transfer window, but thankfully there are loads of desperately bleak teams in the Premier League this campaign who need some fresh faces.
The first new face of the month has already been signed, sealed and delivered in Takumi Minamino at Liverpool.
But this January window has all the early ingredients to be the best one for ages. You know, not the kind of one where you sit expectantly on Deadline Day just to see Steven Caulker join someone on loan.
Here’s three reasons why it could be so compelling…
Chelsea are back
One of the transfer world’s biggest players is back this month with Chelsea back on the scene after their embargo was lifted.
Technically they still managed to spend £40m last summer (on Mateo Kovacic) but the ban has encouraged Frank Lampard to dip into his youth prospects… to some real success too.
But Lampard knows they are already too reliant on the goals of Tammy Abraham, while left-back remains a problem position.
The likes of Timo Werner and Ben Chilwell are their top targets and, armed with that money from the sale of Eden Hazard to Real Madrid, they have funds to splash.
Jadon Sancho and Wilfried Zaha are other names on the lips of recruitment gurus at Stamford Bridge, with both potential mega statement signings regardless of which one they prioritise.
Euro 2020 is looming
The last thing players want heading into a big international tournament year is to be sat twiddling thumbs on a bench.
International squads chop and change fairly frequently and players won’t want to rest on their laurels.
This summer we are spoilt by both Euro 2020 and a second Copa America in as many years.
Olivier Giroud is Didier Deschamps’ teacher’s pet for France, but he’s seeing next to no first-team action at Chelsea so will surely look elsewhere. Inter Milan are reportedly interested.
Paul Pogba and Christian Eriksen look like they’d rather be playing anywhere else right now, so may try and force through moves.
Then there’s those who feel a more elevated platform, a ‘bigger’ club, might increase their chances of being in contention.
From an English perspective, the likes of Jack Grealish, Todd Cantwell and Declan Rice may all think a January move to a club with more pedigree will help catch the eye of Gareth Southgate.
This season has been really, really weird
The January window smacks of desperation. Busy clubs know they’re really in a sticky situation.
Liverpool’s move for Minamino was an absolute no-brainer at that price but don’t expect the league leaders to dip into the market again.
At the other end of the spectrum there are a number of clubs that need new blood and even have new bosses with new philosophies to introduce.
The likes of Man United, Spurs, Arsenal and Everton are all well adrift of the Champions League spots and the latter three have all changed their managers since the last window shut.
Injuries to the likes of Pogba and Harry Kane in recent days may also force their hands when they may have been apathetic otherwise.
Dry Jan? Nah mate, we might actually see some juicy moves. Light the beacons…