DULUTH, Ga., Nov. 23, 2016 /PRNewswire/ -- Vodi, the new texting and calling app with a suite of cool additional features, is quickly carving out a place for itself in the over-the-top (OTT) messaging market. One of the biggest reasons it's been able to make its name quickly is its eGift card store, which lets users easily and instantly send electronic gift cards to friends and family and is perfect for users looking to simplify and enrich their Black Friday, Cyber Monday and winter holiday shopping experience. Logo - http://photos.prnewswire.com/prnh/20161123/442513 The power of this functionality is difficult to overstate—eGifts are the fastest-growing subset of the $120 billion-plus gift card industry, having grown from $5 billion to $6 billion from 2013 to 2014 and predicted to reach $14 billion by 2017, according to a December 2014 CEB press release. What's more, a 2016 GiftCardGranny.com article reported that 56% of consumers prefer to keep gift cards stored digitally on their phone, and that percentage rises to 74% among the 18- to 24-year-old segment. Of course, the relevance of eGifts only grows around the holidays, when consumers are shorter on time and may want to avoid shipping costs and delays. According to CardCash.com, gift cards of both physical and digital varieties account for more than 18% of all holiday purchases, and eGift cards take an increasingly larger portion of that share as the season progresses. Digital over plastic is becoming the norm for last-minute purchases, with 67 percent of gift card purchases made online in December 2014 being of the digital variety, according to a March 2015 InComm press release. Shopping Smarter With 80-plus popular brands available in Vodi's eGift card store, and many of them offering Black Friday and Cyber Monday deals, the applications of the service are limitless. Names like AMC Theatres, Bed Bath & Beyond, eBay, Foot Locker and Sephora are joined by other notable stores, restaurants and service providers, which ensures there's a variety of quality retailers to choose from.