I’m a millennial and I do this, it’s called being awkward and never knowing what to say. I mean I wouldn’t even buy the card, my wife does and tells me to sign it
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I think it’s important to show appreciation for others, a time you spent together, something you admire about them or are excited about for them
Humans crave connection
You're assuming (perhaps falsely) that this is necessarily a lack of appreciation for others. Not everyone shows appreciation in the same way, nor is one card necessarily equal to another. I've signed just my name on some cards, with more on others. Context matters.