On Linux you can convert a date like \"2010-10-02\" to a unix timestamp in shell script by
date -d \"2010-10-02\" \"+%s\"
Since Mac OS does not
man date on OSX has this example
man date
date -j -f "%a %b %d %T %Z %Y" "`date`" "+%s"
Which I think does what you want.
You can use this for a specific date
date -j -f "%a %b %d %T %Z %Y" "Tue Sep 28 19:35:15 EDT 2010" "+%s"
Or use whatever format you want.