Shaffer got four rolls of paper towels for free. According to Inmar, a coupon processor that issues an annual report on coupon usage, nonfood items like paper towels accounted for 35% of the 3.3 billion coupons redeemed in 2010. The drawback: the more you buy, the more you use. “Coupon enthusiasts are big users,” said Todd Hale, senior VP of consumer and shopper insights at Nielsen. “They purchase a lot with the idea that they will take a long time to use them, but you use products much faster if you have many on hand.”