As M.L. pointed out, JsonSerializer works here. However, if you are formatting database entities, use java.sql.Date to register you serializer. Deserializer is not needed.
Gson gson = new GsonBuilder()
.registerTypeAdapter(java.sql.Date.class, ser).create();
This bug report might be related: http://code.google.com/p/google-gson/issues/detail?id=230. I use version 1.7.2 though.