Two of the most important properties of fractals are self-similarity and non-integer dimension.
What does self-similarity mean? If you look carefully at a fern leaf, you will notice that every little leaf - part of the bigger one - has the same shape as the whole fern leaf. You can say that the fern leaf is self-similar. The same is with fractals: you can magnify them many times and after every step you will see the same shape, which is characteristic of that particular fractal.
The non-integer dimension is more difficult to explain. Classical geometry deals with objects of integer dimensions: zero dimensional points, one dimensional lines and curves, two dimensional plane figures such as squares and circles and three dimensional solids such as cubes and spheres. However, many natural phenomena are better described using a dimension between two whole numbers. So while a straight line has a dimension of one, a fractal curve will have a dimension between one and two, depending on how much space it takes up as it twists and curves. The more the flat fractal fills a plane, the closer it approaches two dimensions. Likewise, a "hilly fractal scene" will reach a dimension somewhere between two and three. So a fractal landscape made up of a large hill covered with tiny mounds would be close to the second dimension, while a rough surface composed of many medium-sized hills would be close to the third dimension.