They don't want to foster the image of being either cheap or spendthrift. Ease into the negotiation. It is then that you can begin to negotiate the salary. Most can still go up another 20 percent. The employer's willingness to go higher is largely determined on your ability to convince the interviewer you have the skills the employer needs.
Every salary is negotiable.
However, if the employer will won't budge, try negotiating the sign-on bonus or moving expenses. Or perhaps you can try for the office with the view. You didn't earn that much on your last job. Make this a non-issue. Focus the conversation on your skills and how you can be of value to the company.