A new name for a character you have already made.

One change per purchase. Everything else about them - their face, their gear, what they have built - stays exactly as it was.

Room for one more life on the frontier.

One extra character slot, permanently. Everyone starts with one and can hold up to five, so this can be bought up to four times.

Five more stalls, on top of the five you already have.

Permanent. Ten horses is a lot of horse for one survivor, which is rather the point.