The Sweetest Comeback: 5 Ways Gertrude Hawk Chocolates Mastered E-Commerce And Modern Fundraising

As of December 2025, Gertrude Hawk Chocolates, the iconic Pennsylvania-based chocolatier, is experiencing a major resurgence, driven not just by its beloved classic sweets but by a massive digital transformation. This family-owned company, which began as a small fundraising venture during the Great Depression, has successfully leveraged modern e-commerce and digital marketing to achieve growth that is making headlines in the retail and confectionery sectors. The latest data points to a nearly 60% increase in year-over-year online revenue, proving that a nearly century-old tradition can be perfectly paired with cutting-edge technology. The brand remains synonymous with school and organizational fundraising across the Northeast, particularly with its famous Smidgens and seasonal brochure programs. However, the real story of the past two years is how the company has modernized its entire operation, transitioning from a custom-built, outdated e-commerce platform to a robust digital storefront. This strategic pivot has not only streamlined operations from its Dunmore, Pennsylvania headquarters but has also dramatically boosted online sales and conversion rates, setting a new standard for heritage brands in the digital age.

Gertrude Jones Hawk: The Woman Behind the Chocolate Empire

The rich history of Gertrude Hawk Chocolates is inextricably linked to the inspiring life of its founder, Gertrude Jones Hawk (1903–1987). Her journey from a young girl working in a candy shop to the matriarch of a beloved chocolate empire is a classic American success story.

Early Life and The Great Depression.

Gertrude Jones was born in 1903 in Dunmore, Pennsylvania. Her father, Gomer Jones, passed away when she was just 12 years old. To help support her mother, Ellen Jones, who suffered from a heart condition, young Gertrude began working in a local candy shop in Scranton in 1915. This early experience instilled in her a deep knowledge and passion for confectionery.

The Founding of a Legacy.

In 1936, amidst the financial turmoil of the Great Depression, Gertrude—now Gertrude Hawk—needed a way to earn money for her struggling family. She began making and selling her handcrafted chocolates from her kitchen in Scranton. This humble beginning was the foundation of the company, initially focused entirely on a fundraising business model, selling chocolates to groups looking to raise money.

A Lasting Impact.

• The Chilling True Story 5 Key Facts About Richard Evonitz The Serial Killer Who Kidnapped Kara Robinson Chamberlain Xpjje

Gertrude Hawk’s dedication to quality and her innovative approach to business established a legacy that continues today. Though she passed away in 1987, her principles of using the finest ingredients and supporting community efforts through fundraising remain the core pillars of the family-owned company, which now operates its headquarters out of Dunmore, Pennsylvania.

The Modern Sweet Success: E-Commerce and Digital Transformation

While the fundraising brochure is a nostalgic staple, Gertrude Hawk Chocolates’ most significant recent achievement is its successful embrace of digital commerce. The company's strategic overhaul of its online presence has yielded impressive, industry-leading results, transforming the way customers purchase their favorite sweets.

The Digital Pivot.

For years, the company relied on a custom-built e-commerce site that struggled to keep pace with modern shopping demands. Recognizing the need for a scalable and dynamic platform, Gertrude Hawk Chocolates partnered with digital experts to launch a powerful new site. This move was not just a design change; it was a fundamental shift in how the company interacted with its vast customer base.

Record-Breaking Performance Metrics.

The results of this digital transformation are compelling and serve as a case study for other heritage brands. The new platform, which handles over 70% of all US orders, delivered a massive spike in key performance indicators:

• 57.8% Increase in year-on-year revenue.
• 29.4% Boost to the online conversion rate.
• 9.11% Jump in average order value (AOV).

This success highlights the company's ability to maintain its handcrafted quality while utilizing sophisticated technology to reach customers far beyond its physical retail locations in Pennsylvania, New York, and New Jersey.

Signature Sweets and the Power of Fundraising

The heart of Gertrude Hawk Chocolates remains its commitment to high-quality, handcrafted confectionery and its powerful, community-focused fundraising programs. These two elements work in tandem to maintain the brand’s topical authority in the regional chocolate market.

The Iconic Smidgens.

• The One Where They Tanked Jokes 15 Shocking New Secrets From The Friends Tv Show Behind The Scenes G9zdh

No discussion of Gertrude Hawk is complete without mentioning Smidgens. These bite-sized, dome-shaped chocolates are arguably the company's most famous product. Smidgens come in various flavors, with the classic Milk Chocolate Peanut Butter Smidgens being a perennial favorite. The brand also releases seasonal varieties, such as the Dark Chocolate Peanut Butter Santa Smidgens for the holidays, keeping the product line fresh and relevant throughout the year.

Current Product Highlights (Late 2024–2025).

The company consistently innovates with seasonal offerings to drive sales during peak periods. For the 2024–2025 holiday season, one of the standout new products was the Deluxe Dark Chocolate Peppermint Crunch Bar. The new product catalogs for Fall 2024 and Spring 2025 also feature classic items like the Milk Chocolate Seasalt Caramel Truffle and various Peanut Butter Cups, ensuring a mix of tradition and novelty for customers.

The Unstoppable Fundraising Model.

The core of the business, the fundraising program, continues to thrive. Organizations—from schools and sports teams to non-profits—rely heavily on the Holiday Brochure Program and the year-round Candy Bar Fundraising Program to meet their financial goals.

• High Profit: The programs are structured to offer a guaranteed minimum profit for new groups, making it an attractive option for fundraising organizers.
• Seasonal Programs: The seasonal brochures offer a curated selection of treats, perfectly timed for major holidays like Christmas and Easter, driving high demand.
• Ease of Use: The new e-commerce platform has also been integrated into the fundraising model, allowing participants to sell chocolates online, which simplifies the process and expands their reach.

The combination of a powerful digital presence, a commitment to handcrafted quality, and a deeply ingrained community fundraising model ensures that Gertrude Hawk Chocolates will remain a sweet success story for years to come.