The Premier League's record-breaking January transfer window is part of a trend that will soon see £2billion spent in a season, according to Deloitte.
The accountancy firm's analysis showed the 20 top-flight clubs spent £430m last month, almost double the previous record of £225m for a winter window.
Following on from a summer window which broke the record for any previous full season in English football, it took 2017-18 Premier League gross spending to £1.86bn.
And with a new television rights deal due to be announced in the coming weeks, there seems to be no end in sight.