diff --git a/README.rdoc b/README.rdoc
index 92d6719..32347a4 100644
--- a/README.rdoc
+++ b/README.rdoc
@@ -112,6 +112,7 @@ Forme ships with a bunch of built-in transformers that you can use:
 === +serializer+
 
 :default :: returns HTML strings
+:html_usa :: returns HTML strings, formats dates and times in American format without timezones
 :text :: returns plain text strings
 
 === +formatter+
diff --git a/lib/forme.rb b/lib/forme.rb
index 58b6e70..34bf238 100644
--- a/lib/forme.rb
+++ b/lib/forme.rb
@@ -935,9 +935,9 @@ def call(tag)
       when Array
         tag.map{|x| call(x)}.join
       when DateTime, Time
-        tag.strftime("%F %H:%M:%S%Z")
+        format_time(tag)
       when Date
-        tag.strftime("%F")
+        format_date(tag)
       when Raw
         tag.to_s
       else
@@ -957,6 +957,16 @@ def serialize_close(tag)
 
     private
 
+    # Return a string in ISO format representing the +Date+ instance.
+    def format_date(date)
+      date.strftime("%F")
+    end
+
+    # Return a string in ISO format representing the +Time+ or +DateTime+ instance.
+    def format_time(time)
+      time.strftime("%F %H:%M:%S%Z")
+    end
+
     # Escape ampersands, brackets and quotes to their HTML/XML entities.
     def h(string)
       string.to_s.gsub(ESCAPE_HTML_PATTERN){|c| ESCAPE_HTML[c] }
@@ -970,6 +980,23 @@ def attr_html(tag)
     end
   end
 
+  # Overrides formatting of dates and times to use an American format without
+  # timezones.
+  module Serializer::AmericanTime
+    Forme.register_transformer(:serializer, :html_usa, Serializer.new.extend(self))
+
+    private
+
+    # Return a string in American format representing the +Date+ instance.
+    def format_date(date)
+      date.strftime("%m/%d/%Y")
+    end
+
+    # Return a string in American format representing the +Time+ or +DateTime+ instance, without the timezone.
+    def format_time(time)
+      time.strftime("%m/%d/%Y %I:%M:%S%p")
+    end
+  end
 
   # Serializer class that converts tags to plain text strings.
   #
diff --git a/spec/forme_spec.rb b/spec/forme_spec.rb
index 6f41519..821fd40 100644
--- a/spec/forme_spec.rb
+++ b/spec/forme_spec.rb
@@ -305,6 +305,12 @@
     Forme::Form.new(:inputs_wrapper=>:table, :wrapper=>:trtd).inputs([:textarea]).to_s.should == '<table><tr><td><textarea></textarea></td></tr></table>'
   end
 
+  specify "serializer: html_usa formats dates and datetimes in American format without timezones" do
+    Forme::Form.new(:serializer=>:html_usa).tag(:div, :foo=>Date.new(2011, 6, 5)).to_s.should == '<div foo="06/05/2011"></div>'
+    Forme::Form.new(:serializer=>:html_usa).tag(:div, :foo=>DateTime.new(2011, 6, 5, 16, 3, 2)).to_s.should == '<div foo="06/05/2011 04:03:02PM"></div>'
+    Forme::Form.new(:serializer=>:html_usa).tag(:div, :foo=>Time.utc(2011, 6, 5, 4, 3, 2)).to_s.should == '<div foo="06/05/2011 04:03:02AM"></div>'
+  end
+
   specify "serializer: text uses plain text output instead of html" do
     Forme::Form.new(:serializer=>:text).input(:textarea, :label=>"Foo", :value=>"Bar").to_s.should == "Foo: Bar\n\n"
     Forme::Form.new(:serializer=>:text).input(:text, :label=>"Foo", :value=>"Bar").to_s.should == "Foo: Bar\n\n"