Maybe it's the weather here in NY starting to get a bit colder, all I can think of is getting a massage from a therapist who uses warm oil or lotion. It struck me, even as a massage therapist, that my brain automatically went to thinking of therapists who warm their oil, rather than just thinking "I'm going to get a massage".
Something as simple as a bottle warmer can make the difference for your clients. You don't necessarily have to use it with every client, if you aren't a fan of working with warmed oil/lotion. Having it as an option however, may be a great investment. It may just be the tipping point for clients choosing your services or your competitor.
There are many options and styles to choose from to fit any budget!