I put either way, because I've seen it go both ways. I remember a while ago, a member consigned a near-complete signed 1954 Topps set, and the AH sold it as one lot. It underperformed, and the consignor was understandably not happy. For a whole set, I would recommend splitting out the HOF/key cards/high numbers and selling those individually, then selling the rest as a lot. The commons might make more listed individually, but then you have to list and photograph them all separately, then you've got a big pile of unsold commons to hold onto until you find the right buyer.
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Signed 1953 Topps set: 264/274 (96.35 %)
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