High Wind Warnings begin for everyone . Wind will be a big focus of this storm, but we also have lakeshore flooding concerns, blowing snow, and some icy spots possible into Monday.

The storm has hit the area with full force.

The National Weather Service said a cold front has moved in Buffalo, with wind gusts increasing to 50, 60 and 70 mph. “We expect that to continue into this evening, with gusts peaking this afternoon or early evening, upwards of 75 mph or even slightly higher,” said meteorologist David Zaff.

The worst of the storm should hit late this afternoon or early evening, Zaff said.

As of early afternoon, the National Weather Service reported peak gusts of 68 mph at the Buffalo Niagara International Airport, 79 mph in Port Colborne, Ont., and 68 mph in Niagara Falls.

After the wind causes the worst of its damage, bringing down trees and power lines, conditions will start to shift to snow, he said. “We’re already seeing flakes fly.”

The storm began to hit Buffalo and its environs around noon, bringing strong and damaging winds. The storm was expected to be especially powerful near Lake Erie, but the high winds will also extend northeast across the Niagara Frontier, including the entire metro area, said National Weather Service meteorologist Jon Hitchcock.

The weather service issued a statement mid afternoon Sunday, calling the conditions “a particularly dangerous situation.”

“If you must travel, be prepared for extensive damage and downed power lines,” the service said. “Always assume power lines are live. Falling trees and power lines will create a very dangerous environment to be outside in, including in vehicles.”

The damage could be severe. “Strong wind gusts will bring down numerous trees and power lines and result in widespread power outages,” the weather service said. “Power may be out for several days in some areas.”

Additionally, Hitchcock cautioned about the impact on buildings, including roofs and siding. “We often see, if there’s a building that’s still under construction or not finished, or older, deteriorating buildings, they could sustain significant damage,” he said.

The stormy weather is being generated by a deepening area of low pressure that some models project could develop into a rare inland “bomb cyclone” – a type of storm that undergoes a decline in its central atmospheric pressure of 24 millibars in 24 hours. The developing storm spawned blizzard warnings in the upper Plains along with heavy rains and tornadoes across southern states.

Here’s what the weather service said to expect, and when, over the next 36 hours in Western New York:

Early afternoon

A high wind warning went into effect at 7 a.m., and predicted rain showers already hit during the morning hours. But the worst is yet to come, as conditions become dangerously windy.

“The main wind event will begin with the passage of a strong cold front, which reaches Western New York by late morning or midday,” the weather service said.

Forecasters said trees and power lines will fall. “Shallow-rooted pines will be particularly vulnerable,” the weather service said.

The weather service said travel in high-profile vehicles will be difficult at times. Empty tractor-trailers could be in danger of being blown off the road, and were banned from the New York State Thruway, interstate highways and other state highways as of 10 a.m. Sunday. The Buffalo Skyway closed to trucks at 10 a.m. and to all traffic at noon.

A lake shore flood advisory will also be posted for Lake Erie shorelines in Erie and Chautauqua counties as well as the upper Niagara River.

Water levels from the ensuing wind-generated seiche could rise as much as 11 feet.

“This rise will also break up ice on Lake Erie and result in significant ice movement,” the weather service said.

It added: “If water levels exceed 10 feet above low water datum, flooding may occur in the Old First Ward section of Buffalo and at Canalside. Rising waters will also push ice chunks onshore, potentially damaging structures.”

Forecasters said ice being pushed across the ice boom and into the Upper Niagara River is also possible and could damage the Upper Niagara River shoreline.

“The ice may dam up at river outlets and result in flooding near river mouths,” the weather service said.

The state Department of Environmental Conservation also warned anglers Sunday to stay off Lake Erie during the storm, because the wind, rising lake levels and other conditions could thin the ice so that it can’t support their weight.