I occasionally put a happy birthday message on my story for close friends, just a montage of photos (nothing too heartfelt!)
I put one up yesterday and a separate friend messaged me to say she felt a bit put out that I didn’t do the same for her birthday in April. I said I saw her on that day so could wish her happy birthday in person and it didn’t occur to me to also put something on my story.
To save any further hassle, I think I am just going to stop doing this even when friends do it for me.