Let A be a compact set in R p of Hausdorff dimension d. For s ∈ (0, d), the Riesz sequilibrium measure μ s, A is the unique Borel probability measure with support in A that minimizes the double integral over the Riesz s-kernel |x − y| −s over all such probability measures. In this paper we show that if A is a strictly self-similar d-fractal, then μ s, A converges in the weak-star topology to normalized d-dimensional Hausdorff measure restricted to A as s approaches d from below.