I must be getting old.
In M & Syesterday the shop assistant (poss 30's) called me sweetheart!
As in "don't you worry sweetheart, I'll get you another size''
I'm only 48! ffs.
I obviously haven't been using my oil of Olay. 
I was telling my mother about it, she laughed and said get used to it.
You will get spoken to like that a LOT as you get older.

I think she has a point. I've never heard younger people calling each other 'sweetheart' or similar. Only the older generation getspoken to in this slightly patronising, ageist way.
I suppose there are worse things to be called. But still.