WeatherWhys for January 30,2015 from accuweather.com

Despite not being as strong as during the summer, the sun's rays can still do harm in the winter when snow is on the ground. A double dose of solar radiation -- the sun's direct rays and rays being reflected off the snow's surface -- can lead to a snow burn (winter's version of a sun burn). As the rays are being reflected off the snow's surface, the resultant glare can be blinding to anyone walking around and to motorists.