By Mikal E. Belicove|For Entrepreneur.com|April 8, 2011

Mothers can be big business. Take for instance the results of the Mother’s Day Consumer Intentions and Actions Survey, which showed that the average person buying a Mother’s Day gift this year was projected to spend around $127. On top of that, the National Retail Federation said Mother’s Day is the second largest holiday in terms of U.S. consumer spending behind the combination of Christmas, Hanukkah and Kwanza.

Even better information for online retailers: Internet Retailer reported last April that “shoppers are more likely to use the web to shop for Mother’s Day than Father’s Day,” according to a Javelin Strategy & Research study on behalf of online payment processor eBillme.com.

So, what can you — the small or independent online retailer — do to tap the shopping frenzy that’s expected between now and May 8? Here are five tips to consider:

Optimize the entry: Keep in mind that shoppers will reach your website from lots of different angles, not just your homepage. As a result, each page should be optimized with Mother’s Day-related offers and calls to action.

Incorporate video: Consumers generally appreciate video, and nowadays you don’t need to be an Academy award-winning director to produce a great video. It’s still early enough to order three or four items you think will sell well this Mother’s Day and create two-minute video overviews of each to post on your website or online store.

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