it looks like datetime.now() is being evaluated when the model is defined, and not each time you add a record.
Django has a feature to accomplish what you are trying to do already:
date = models.DateTimeField(auto_now_add=True, blank=True)
or
date = models.DateTimeField(default=datetime.now, blank=True)
The difference between the second example and what you currently have is the lack of parentheses. By passing datetime.now without the parentheses, you are passing the actual function, which will be called each time a record is added. If you pass it datetime.now(), then you are just evaluating the function and passing it the return value.
More information is available at Django’s model field reference