The return of the big freeze could cost the West Midlands economy more than £650 million, a leading insurer has warned.
The continued cold snap hitting West Midlands since November has so far cost the region around £290 million.
During the early December snowfall, some UK airports were forced to close with passengers stranded at home and abroad.
Meanwhile hundreds of people were trapped in their homes and unable to get to work as blizzard conditions moved in.
With the further snow arriving and no sign of the bad weather easing, the insurance RSA predicts the region could lose a further £363.5m across the winter.
The retail, travel and leisure industries are set to be the worst affected - as people forgo their Christmas shopping, parties and trips away in a bid to keep safe and warm.
But all businesses will be counting the cost of lost output.
Figures from last January show that 44 per cent of employees struggled to get into work at some stage.
Director at RSA David Greaves said: “The bad weather forecast couldn’t come at a worse time for some businesses.
“The impact will be felt across the whole West Midlands economy, particularly small businesses.
“Despite showing initial resilience earlier this year, many may not be in a position to cope with a sustained loss of income caused by a new fall of snow.”
James Watkins, executive director for Business Voice West Midlands, said the predictions should act as a wake up call to Government to ensure the mistakes of last year are not repeated.
“What we hope is that the local authorities, the Highways Agency and the Government will work better together in 2011 to ensure our rail and road networks stay open, unlike what happened earlier this year.
“We feel it is unacceptable that there are issues around grit supplies.
“It is especially important in an economic downturn that we keep businesses on the road, we keep the economy on the road and we keep jobs on the road.