PA32 pilot reported striking a runway sign after experiencing loss of directional control on the landing roll.

Narrative

I touched down smoothly and without incident at the POH indicated speed for the conditions. Winds were minimal factor with a small compensation for cross wind. Immediately after touchdown winds became more pronounced and a gust pushed the airplane sideways and it began to skid. I attempted to counter with a bank toward the wind (opposite the direction of the skid) and appropriate rudder; but the skid became more severe. Given my speed and the aircraft's direction of travel; I made the command decision that it was safer to keep the airplane on the ground rather than attempt a go around/take off. I terminated the skid and the aircraft went off the Runway; impacted a 5000 ft. remaining sign and I steered it back on the Runway. At that time ATC transferred me to ground and I was ordered to shutdown for the fuel leak. No passengers were injured. The airplane suffered slight damage to a propeller blade and damage to one right fuel tank with miscellaneous scratches to the belly. Given the timing of the gust and the wide stance of the aircraft and reducing speed; banking into the wind was not possible; though attempted due to the aircraft having all wheels down when the perceived gust hit. This airport is known for unpredictable variable winds.