M87, the dominant galaxy in the Virgo cluster, is well known for its prominent relativistic jet. During the last decade, M87's jet has been the site of an extraordinary variability event, with one knot (HST-1) increasing by more than a factor 100 in brightness in the optical/UV between 2000 and 2005. Variability was also seen on timescales of months in the nuclear flux by as much as a factor 4 between 2002 and 2008. As a result, M87 was the focus of an intense monitoring effort. Here we discuss the optical polarization and optical-UV spectral shape of the variable components in the M87 jet, using observations obtained with the HST. Both the nucleus and HST-1 show variable polarization, but with vastly different behaviors. HST-1 shows a highly significant correlation between total flux and fractional polarization,with P increasing from about 20% at minimum to over 40% at maximum. During this time the position angle of its electric vector stayed constant. The nucleus, however, displays very different behavior, with a highly variable electric vector orientation and possible 'looping' in its polarization behavior. We also find evidence of spectral variability in the optical-UV. Knot HST-1 has a very flat spectrum (with average UV-O=0.5), and shows strong evidence of so-called "hard lags”. However, at other times it's a correlation is not seen. The nucleus has a much steeper spectrum in the optical (averaging UV-O=1.5) and also shows spectral variability in the optical, but no evidence of hard or soft lags are seen. We discuss the implications in terms of jet models.