In the beginning of a relationship, you do nice things for your partner to impress her, rather than to make her feel good—that’s just a bonus. You want to show her what the package includes, should she decide to buy it. And so, unfortunately, once you’ve wooed her and won her, it’s easy to get too comfortable and stop making the large and loving gestures you once made. You think, “She knows that I adore her/find her attractive/am happy with her. So I don’t have to show it.” And, while she probably does know, once the effort goes out the window, so can the excitement of a relationship. And once that goes, your girlfriend/wife can start to wonder, “Is there something else out there? Is this what I want my life to be like?” A few simple gestures could keep those thoughts at bay.