I use coupons all the time and I especially like to pair them with items on sale. My favorite supermarket, Smith's, occasionally has a special where if one buys 5 of certain designated items, one gets 50 cents an item off. One doesn't have to buy 5 of the same product, one can mix and match the items as long as they are all listed on the special. So a certain pasta I like is normally 99 cents a package, the special knocks the price down to 49 cents each and I have a coupon for a dollar off two packages. So essentially the store will be paying me 2 cents to take the pasta home. Not all the items are such a deal; for instance my favorite coffee creamer normall sells for $2.99 a bottle, the special knocks off 50 cents and I have a coupon for a dollar off two bottles. So I'll get them for $1.99 each which is still a good price.
I am careful to only use coupons for things I would normally buy, but if I have a good coupon for a new product I'd like to try, I'll buy it. It would depend on the price of course, and how interested I am in trying the new product.
My store also has a loyalty club of which I'm a member and they send me coupons in the mail which are personalized based on my purchasing history. Sometimes they'll send me coupons for free items: "We like you so much here are some free English Muffins". One also accumulates points based on spending and I use my points to get money off gallons of gasoline. For each 100 points, one gets 10 cents off a gallon. I fill all my presciptions at the store's pharmacy because they give me 50 points for each perscription, so I often get 40 or 50 cents off a gallon when I buy gas, which is a nice little perk.