While some of the most common terms, like darling, pal and lovely do not show significant geographic patterns, others do. In the south, dear/my dear was common, particularly in East Anglia and Sussex, while mate seems popular in Essex, Suffolk, Manchester and Birmingham. Meanwhile, in the West Country, lover/my lover remains a popular term of endearment among all age groups.
In the Midlands, duck remains a popular term of endearment in Stoke-on-Trent, Derby and Leicester among different age groups, while lamb was found to only be popular amongst people aged 85 and over. In Birmingham, you may hear the terms bab, cock/cocker and chick, which also extends up into Staffordshire.