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The National Weather Service (NWS) is describing the winter storm bearing down on Buffalo and western New York ahead of Christmas as a "once-in-a-generation" event. 

The declaration comes as much of the Great Lakes region is under winter storm watches and warnings during one of the busiest travel periods of the year. 

"This once-in-a-generation storm will produce high winds east of Lake Ontario Thursday night into Friday morning, then over a larger coverage of our region Friday into Saturday," the NWS’ Buffalo office said Wednesday. 

"Winds could gust over 65 mph, leading to at least scattered power outages, if not widespread outages," it added.

WINTER STORM WIND CHILL ADVISORIES STRETCH FROM MINNESOTA TO TEXAS AS 26 STATES BRACE FOR BITTER COLD 

Buffalo storm

Cars travel through blowing, drifting snow on McKinley Parkway in Hamburg in Erie County, N.Y., on Nov. 20, 2022. (Mark Mulville/The Buffalo News via AP)

An advisory is warning residents in that area of a "rapid switch from rain to snow with sharply falling temperatures into the teens and single digits" that "will result in a flash freeze on Friday." 

ARCTIC BLAST TO BRING LIFE-THREATENING COLD TO MOST OF US 

Snowfall totals in the US

Expected snowfall totals for this week. (Fox Weather)

"Cold wind chills as low as 10 to 20 below zero this weekend could cause frostbite on exposed skin in as little as 30 minutes," the NWS also said. 

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Western New York snow forecast

Expected snowfall totals in western New York this week. (Fox Weather)

Buffalo has been pummeled with lake effect snow in recent weeks. 

One storm during the week before Thanksgiving dropped more than 80 inches of snow in the city’s suburbs of Orchard Park and Hamburg.