Family we are close to, best friend and her family because they are closer than a lot of our extended family. That would be husband, daughter, son, grandson, future dil, sister and her family, husband’s sister and her family. I really mean it when I say it, I say it every time I end a call with any of them.
We wish we had parents to say it to but both our parents have passed away so we make sure we tell our children. Harder for my husband because he was brought up in a family that never said it. I don’t think I ever heard it from my in-laws and I loved them very much.
Never use it with co-workers (even close ones) or neighbors.