Is it casual or affectionate when a man calls a woman “Love”?

Okay, there are two guys I like, for the purpose of this question, I will specify that both are American, not British, as I’ve heard in Britain they call everyone “Love”.

1. 1st guy I am seeing has called me “Baby”, but we are seeing casually and my mind is mainly preoccupied with the 2nd guy who I have a better of an emotional connection with.

2. 2nd Guy throughout the 5 months of our communication, has often expressed his clear attraction, affection and fondness to me, which is far beyond mere friendship, he has on a few occasions called me “Love”

“Sweet Dreams, Love”

”Have a good day at work, Love”

“Of course, Love”

and so on.

I wonder if these pet names mean anything or not.

For Geographical purposes and English usage purposes, 1st guy is from Southern State of the US and the 2nd guy is from California. Do those states use pet names casually?

Is it casual or affectionate when a man calls a woman “Love”?
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