                      if parsed is not None:
                          return parsed
              else:
                  try:
                      parsed = datetime.datetime.strptime(value, format)
                  except (ValueError, TypeError):
                      pass
                  else:
                      return parsed.date()
  
 
</s> remove                     parsed = datetime.datetime.strptime(value, format)
 </s> add                     parsed = self.datetime_parser(value, format)
                    parsed = self.datetime_parser(value, format)
                      if parsed is not None:
                          return parsed
              else:
                  try:
                    parsed = self.datetime_parser(value, format)
                  except (ValueError, TypeError):
                      pass
                  else:
                      return parsed.date()
  
keep keep keep keep replace keep keep keep keep keep
 Introduce datetime_parser as class level attribute on all date/time fields. Refs #3093. 
rest_framework/fields.py