Not a day goes by when I don't say it to my kids* . . . they do the same to me.
Family members, on the phone, we usually close with "I love you's." Get togethers, there are always hugs and love you's. Both with hello and goodbye.
Close friends? Not so much. If we've had a particularly warm heart-to-heart conversation or someone is going through a tough time or someone does something special for me or even when someone has a great day! Yes, I'll say it freely and really mean it. But it's not habit.
CWs? They have a habit of saying "Love You!" then, in answer "Love You More!" when questions are answered or little favors are done. I have a difficult time with this because it almost seems to belittle the phrase.
Do I love the CWs? Yes, I suppose I do. They are the best CWs in the world. Heck, I've known them all for 15+ years. How can I not love them?
*Sometimes I wonder when I say it to my kids that it is a habit and does it sound trite? Maybe it shouldn't be said so often?