Answer: Maybe undecideds aren’t all that undecided
I actually don't think polls are overestimating Trump by much, more that they're underestimating Haley. And I think it really comes down to undecided voters. Trump is a known quantity for pretty much everyone in America. So anyone who isn't sure if they're going to vote for him isn't unaware of his issues, but probably has some doubts about him. So my theory is that undecided voters skew, if not anti-Trump, at least Trump-skeptical and are disproportionately choosing Haley. You can see an inkling of that in the preliminary exit poll data: In Virginia, for example, voters that decided their vote choice earlier than this year went overwhelmingly for Trump (78 to 21 percent), but voters that made their decision later chose Haley (54 to 42 percent).
—Mary Radcliffe, 538