The 5 year itch?

I've been with my boyfriend 5 years and am really happy with him- the honeymoon phase has obviously worn off but every now and again we go out on dates etc and I'm always looking for ways to keep the spark going- lingerie, massage nights, movie nights etc. Lately I've been feeling kinda put out because I think he's just too comfortable. I feel like he initiates sex but that's it- he never suggests to do something just me and him, I don't get surprised with little gestures and frankly I just don't feel the romance from him anymore. I'm not looking for anything that costs money, anything ranging from a text to flowers or just the suggestion "let's just do something just me and you tonight". I've tried to initiate things subtly, or I can spell it out for him he just doesn't seem to get it. He doesn't understand how easily pleased I am! I don't know what I'm looking for here, I read a post on here about a lady who nearly divorced her husband and what she learned from it- the part about giving and doing things even when u don't want to really resonated with me. I feel like I would do anything for him big or small just so he knows I love him, but don't feel like I get that back.  He's not abusive, we argue every now and again (nothing abnormal), He apologised when he's wrong, he cleans and tidied the house, he makes me laugh- I know he loves me and don't feel insecure about that I just feel like he thinks he doesn't need to show me that anymore... Just wanted to rant I guess and maybe get some words of support or hear any stories from ladies (or men!) who have felt the same way and figured out a solution.