But there is also an eye on elsewhere - as relegation rivals look to also add to their squad to bolster their survival chances.
There are just eight points separating Albion in 21st and Southampton in 14th - with the fight to avoid the drop looking likely to be a tight one.
For clubs like Southampton, they are set to lose their main striker in Adam Armstrong who is set to join Albion's rivals Wolves.
Elsewhere, the likes of Leicester City have strengthened and it looks like Sheffield United, who are just four points ahead of Albion, could be set for a big January boost.
The Blades have already added to their squad with the likes of Ki-Jana Hoever from Wolves.
And they are now closing in on two midfielders who have previously starred in the Championship.
Manchester City's Kalvin Phillips was linked with a move to Wolves earlier in the window - but it now looks like the Blades are set to land the former England international.
And Joe Rothwell, who has been a key figure at at Blackburn and other clubs in the past, is reportedly also set to land at Sheffield United, who have beaten off competition from other clubs.