Humans are creatures of habit. We do things in order frequently and at the same time or on the same day. This is most likely why the town continued with the lottery.
When we do something so often, we typically don't question it. All of these people had always participated in the lottery ,so they didn't know life without it. Few - if anyone - probably never thought to question it at all. So, by default, it is unlikely they'll stop and will instead continue with the lottery.
Also, this wasn't the only town to have the lottery. It is harder to change the minds of people when you have larger groups. Look at our government. The make up of our elected officials is very familiar; they talk about change, but it doesn't happen often. Things become custom and that ends up how we do it - over and over and over.
We don't like straying from the normal. We're happy with what we have and don't want to change things - or even question them. The townspeople have accepted this as their normal, and therefore, they see no reason to question it. It's what they do, and unless they start to question it in large numbers - and frequently - it's not going to change.
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