It depends where you come from, in some parts it's quite normal. In fact in Leeds even the blokes have been heard to call each other "luv" 
The checkout girl in my local minimarket calls me and most other customers 'Luv'.
I'm terribly offended.

Mind I did get in trouble when a Barista, who I knew, handed my coffee and said, "See you later."
When I replied great I'll pick you up at seven and we can start with dinner, unless you want to go straight back to mine?"
I was probably forty years older than her. She replied, "You'll never keep up!" We laughed, the relief manager went balistic.
Back to the fallout from last night's vigil. On Radio Wales call in programme this morning a photographer was be moaning that none of the media were interested in purchasing any of his pictures of the women jostling the Police, spitting at them, surrounding them and attempting to seperate them from their colleagues, no face masks or social distancing, all they wanted were those of the Police pushing, arresting and dragging the women away! It is there that the media coverage started, hopefully the Police will have some bodycam footage that they are allowed to release.